The Sponsorship Handbook

<i>The Sponsorship Handbook</i> is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. <p>Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay.</p> <p>”Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. <i>The Sponsorship Handbook</i> is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship.”<br /><b>—Luis Vicente, Head of Partnerships, Manchester City Football Club</b></p> <p>”An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands.”<br /><b>—Faisal Al-Dail, <i>Saudi Post</i></b></p>