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About the authors
Introduction
Acknowledgments
How to use this book
Part 1 Preparation
Chapter 1 Internal planning
The approach
Understanding the objectives you want to achieve
Creating a Sponsorship Team
Choosing the best management structure
Sponsorship manager job description template
Sponsorship policy
Chapter 2 Sponsorship Strategy
Understanding your target markets
Research
Audience profile questionnaire
Sponsorship impact questionnaire
Determining brand needs
Budget
Putting your strategy together
You can lead a horse to water...
Chapter 3 Working with a consultant
Part 2 Selection and negotiation
Chapter 4 Understanding your options
Equivalent opportunity cost
Chapter 5 Getting the right proposals
Tell sponsorship seekers what you need
Proposal guidelines template
Proposal guidelines letter
Be proactive
Proposal request letter
Chapter 6 Evaluating proposals
The 5-and-2 rule
Matching unique attributes
Understanding the sponsor's capabilities
Proposal evaluation criteria
'Let's meet' letter template
Saying 'No'
Rejection letter template
Chapter 7 Negotiation
Understanding your position
Negotiation checklist
Inventory of assets
Different approaches
Negotiation issues
Negotiating with a broker
Chapter 8 Contracts
Contract checklist
Sponsorship agreement pro forma
Part 3 Maximisation and management
Chapter 9 Maximisation
Using your Sponsorship Team
Brainstorm brief template
Leverage activities
Media promotions worksheet
New product launch
Keeping a sponsorship fresh
Chapter 10 Sponsorship management
Implementation plan
Implementation plan template
Managing the relationship
Reporting template
Subcontractors
Subcontractor brief template
Chapter 11 Salvaging a bad situation
Chapter 12 Quantification
Defining objectives
Quantification mechanisms
Media evaluation
Chapter 13 Portfolio management
Auditing
Balancing
Umbrella sponsorship
Managing across brands and regions
Exit strategies
Part 4 Ambush marketing
Chapter 14 What is ambush marketing?
Chapter 15 How to prevent an ambush
Chapter 16 How to ambush
Ambush checklist
Conclusion
Part 5 Appendix
Appendix 1 Glossary
Appendix 2 Resources
Appendix 3 Sponsorship agreement pro forma
Index