Sponsorship package checklist

• Entitlement – what are the areas of ownership within the sponsorship; what can be exploited and in whose name?

• Contract – needs to clarify the above and set out obligations, payment terms and options on renewal.

• Timetable – sets out the key dates for launching the sponsorship and building towards a high-profile finale.

• Budget – breakdown of costs to maintain the commitment and coincide with the publicity highlights.

• Resources – delegation of responsibility to implement the sponsorship at every level.

• Principal opportunity – title rights and access to promote the association under the corporate banner.

• Added value elements – additional benefits for the sponsor by way of advertising, hospitality, free tickets and special access (things that money alone can’t buy).

• Evaluation – set against the original objectives and measured on an annual basis.