The fundamental principles of commercial sponsorship are the same regardless of the organisations and businesses involved and I have substantial experience in arts, sports and charity sponsorship. Early in my career I designed and managed one of the UK’s most innovative and successful multiple arts sponsorships, followed by one of the UK’s first examples of cause-related marketing with the Princes Trust. For many years I provided sponsorship consultancy to Manchester Airport (the largest and award-winning sponsor of the arts in North West England), and I have also advised Land Rover, Gateway Computers, Marsh and Halfords on their various sports sponsorships.
On the other side of the fence, for those seeking or considering corporate sponsorship, I have advised organisations as diverse as the Foreign and Commonwealth Office (for the British Embassy in Berlin), the Big Lottery Fund, Goldsmiths College and Middlesex University, the European Hockey Foundation, the Mercury Music Prize, the charity MIDIRs, and the Ladies European Tour. I am regularly retained by leading sports marketing agencies to provide consultancy.
Sponsorship consultancy can be for any aspect of sponsorship including research, auditing, design, negotiation, exploitation planning, delivery, staff training and formal guidelines. Guidelines can also be commissioned for corporate social responsibility.
