Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Why it matters

Too many brands enter into sponsorship programmes without an appreciation of the fundamental building blocks needed to deliver a return for the business. These include: find the right property ‘fit’, adding value to the audience, using the platform to showcase the company’s capabilities, and using the sponsorship as a tool for internal engagement.


  • A sponsorship must align with the objectives of both parties. Do the sponsor and rights holder seem like suitable bedfellows?
  • A really good sponsorship will integrate a brand’s product or service into the fabric or experience of the event. Remember, fans are the third stakeholder.
  • Marketers must continually monitor a sponsorship to check both parties are delivering against what was agreed, rather than leaving ROI measurement until the end.