The jolly fat man has a big job to do and not a lot of revenue streams to help make it happen.

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So what makes a successful sponsorship organisation? Here are what I believe are the 5 most important elements and some tips for success.

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Activations are the lifeblood of any sponsorship. In many cases they are what deliver the value on the objectives sponsors are looking for. In other words – Return On Investment (ROI). Coming up with idea, however, is no easy feat. (more…)

Over the past few years I have seen a new trend emerging within sponsorship, particularly from those who I consider market leaders in this space and to who I pay close attention to. It’s called Sponsor Pre-Servicing.

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