The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship.

As a young industry, sponsorship needs solid theory and best practice examples through which both sponsors and sponsor-seekers can develop their expertise. Although historically the concern of sports and culture, sponsorship is becoming ever more vital in new sectors, including education, the environment, cities and public bodies, all of which need to learn what companies look for in assessing sponsorship opportunities. Sponsors in turn are receiving up to 300 proposals a week and need progressively greater clarity on strategy if they are to select only the most relevant projects for their brand and business needs.

The Sponsorship Handbook will vastly improve the efficiency and effectiveness of the whole sponsorship process for both seller and buyer. It provides information and techniques for managers of sponsoring companies to avoid wasting money on poorly performing sponsorships. Sponsorship seekers will benefit from the insight and tools to develop proposals that cut through and have more chance of leading to a successful sale.