"The Sponsorship Handbook" is a practical guide to sponsorship
aimed at practitioners both working for sponsoring companies and
those searching for sponsorship.
Using the tools, techniques, advice and best practice advocated
in this book both sponsors and sponsor seekers will benefit from
better servicing and activation once a sponsorship is implemented,
with metrics that enable data-based accountability rather than
hearsay.
"Everyone in the sponsorship industry, from the biggest events
and properties to the smallest, are benefitting from the increasing
knowledge, data availability, metrics and professionalism in using
sponsorship. "The Sponsorship Handbook" is a part of that process
which we hope will bring future success and proven sound results to
all in the complex and exciting world of sponsorship."
Luis Vicente, Head of Partnerships, Manchester City Football
Club
"An indispensable reference for any marketer who is keen to
build his/her brand using sponsorship; the new ascending way to
empower brands."
Faisal Al-Dail, "Saudi Post"
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