Maximising Investment in Sponsorships

Marketing professionals are often tasked with identifying prospective sponsorships for their firm and ensuring they are managed and leveraged effectively. Throughout the process, we often need to navigate and manage reputational risks, project management pitfalls and external stakeholders. If managed well, sponsorships can provide a great opportunity to increase brand awareness, offer unique networking opportunities and generate leads for new business.

Earlier this year, business technology solutions company Avanade, announced a global sponsorship of Williams Martini Formula One Racing. The first event for the season and the sponsorship will be the 2015 Formula 1 ® Rolex Australian Grand Prix. The sponsorship will see Avanade develop a new digital enterprise platform to optimise Williams Martini Racing’s business performance both on and off the track. In return, Avanade will receive global profiling and promotion as a key event sponsor.

We are fortunate to be joined by Avanade’s global CMO, Stella Goulet, and Williams Martini Racing CIO, Graeme Hackland, for a discussion about what it took to negotiate and activate this global sponsorship. At this session, they will cover;

•Negotiation of sponsorship scope
•Relationship management
•Execution of sponsorship activities
•The importance of communication, and
•Benefits of a global versus local approach to sponsorship in a global company
Via this interactive case study, professional services marketers will be able to benefit from practical tips that can be applied to sponsorship opportunities and engagements to maximise investment.