The guide advises how to prepare to approach potential sponsors and gives tips about maintaining and developing the sponsorship once it has been secured.
Karen Earl, Chairman of ESA, said: “The guide will provide useful insight and promote a clear understanding of the needs of a sponsor. Often the key to success, both in securing an agreement, as well as the ongoing impact of a sponsorship, lies in the identification and servicing of these needs”.
The guide also explains the challenges of finding sponsors in the current economic climate and the important role that return on investment plays.
Earl explained the guide was part of the ESA commitment to developing sponsorship as a discipline and a profession. “We do this in a number of ways,” she said, “through preparing guides such as this, featuring quality sponsorship case studies on our website, running an education-based Knowledge programme for people of all levels of sponsorship experience and promoting continuing professional development through our CPD accreditation scheme”.
The ESA guide is available to the ESA’s 250 members for free. It will cost non-members for £50 (plus VAT) or €60. For further information, contact the ESA Office on +44 (0) 20 8390 3311 or email office@sponsorship.org.
