About this course

Course code TP512
Duration 1 Day

Do you understand how to exploit the multi-billion dollar sponsorship market? Whatever your organisation, there's a real chance that sponsorship could help you achieve your business and marketing aims. Attend this programme to understand the world of sponsorship and how to use it effectively, whether you are a buyer or seller.

Benefits to you and your company
Organisations will benefit from a greater understanding of how to evaluate sponsorship, negotiate the win-win deals that all parties seek and how to select, buy and sell sponsorship which will help deliver their objectives in the most cost-effective manner.

Who should attend?
This course is for marketers and managers who are responsible for buying, selling or managing sponsorship arrangements within their organisation.

Delegates will learn how to

  • Understand what sponsorship is - and isn't.
  • Know precisely who you need to talk to, how and why.
  • Clarify your sponsorship 'philosophy' and objectives and sharpen your longer term strategy.
  • Plan and monitor your sponsorship revenue and spending.
  • Formulate and develop the right sponsorship proposition(s) for your needs.
  • Challenge your comfort zone in the quest for creative opportunities.
  • Negotiate effectively with your sponsorship partners.
  • Make time for planning, monitoring and making sure that all parties deliver.
  • Utilise project and relationship evaluation tools.


  • What sponsorship means.
  • Understanding history and trends.
  • Formulating a policy that everyone can refer to.
  • Creating your strategy based on that policy.
  • Knowing what you're selling - would you buy it?
  • Doing your homework.
  • Approaching the right people.
  • Getting creative; being realistic; staying professional.
  • Why evaluation begins at the beginning.
  • Why clear objectives = realistic expectations.

Delivery style
Presentation, discussion and case studies.

1 Day


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 01753 898320 or email us at info@qa.com to discuss how we can help.

Trusted, awarded and accredited

Fully accredited to ensure we provide the highest possible standards in learning

All third party trademark rights acknowledged.