Online training · for sponsors

Corporate Sponsorship Masterclass

The comprehensive course for sponsors. Selection, leverage, measurement, portfolio management, and internal buy-in — the whole program, start to finish.

More content than a full day in the room30 days’ full accessCertificate on completion

Who this is for

Brand managers, sponsorship managers, CMOs, government marketers, economic development organisations, and consultants. It’s equally useful for rightsholders who want to genuinely understand the other side of the equation.

What you’ll be able to do afterwards

Choose sponsorships against objectives, and say no to the ones that only look good
Plan leverage before you sign, rather than after — which is where the return actually comes from
Set objectives you can measure, and measure them credibly enough to report upwards
Audit and rationalise a portfolio while keeping the most leverageable assets
Get buy-in from across the organisation, so sponsorship stops being one team’s hobby
Position sponsorship as a marketing tool rather than a luxury spend

Prototype placeholder. The module list below shows how a real course outline would be presented. The actual lesson titles, running times, and price need to come out of Thinkific before this page goes live.

Course outline

The framework, the trends and technology driving results, and the case studies that make the difference obvious. Most of the theory lives here.

Deciding what sponsorship is for in your organisation, and building the criteria that let you decline things politely and defensibly.

The whiteboard-style brainstorm process, run end to end, so you can see exactly how a leverage plan gets built and then run it yourself.

Measuring against real objectives, and reporting returns in a way that survives contact with a CFO.

Structure, efficiency, rationalisation, and exits — including how to leave without market and partner blowback.

Setting expectations, sponsorship guidelines, and what to do when the property you’ve backed doesn’t know how sponsorship works.

Getting the rest of the business to participate, because sponsorship that only lives in one team never delivers what it could.

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