The Realities of Selling Sponsorship

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The world of sponsorship sales is often romanticised or oversimplified, with some viewing it as either a precise science or an art form. In reality, selling sponsorship is neither. It is not governed by an exact formula nor reliant on pure creative intuition. Instead, it is about the relentless efforts of a dedicated team—one that is hard-working, strategic, creative, and, most importantly, tenacious. Contrary to popular belief, securing sponsorship is not about brands blindly throwing money into the market. Sponsorship decisions, whether you agree with the logic behind them or not, are far from arbitrary. They involve numerous moving parts, complex negotiations, and significant risks, with countless factors that can derail the process along the way…

At its core, selling sponsorship requires groundwork—constant effort, creativity in approach, and tenacity. A successful sponsorship deal does not simply land on your desk. It’s earned through hours of strategic thinking, relationship-building, and precise targeting. The notion that brands have surplus marketing budgets to “throw around” without careful consideration is a myth. Even the largest brands, known for extensive sponsorship portfolios, meticulously evaluate where and how they allocate their funds.

The success of any sponsorship team hinges on their ability to approach potential sponsors with a thoughtful, data-driven, and well-reasoned proposition. It is about understanding the sponsor’s objectives, tailoring an offer that aligns with those goals, and demonstrating a clear value proposition. Creativity helps—yes, to frame ideas in ways that resonate—but the real work comes from matching those creative pitches to hard business realities. That takes dedication and an understanding of market dynamics, audience behavior, and the brand’s long-term ambitions.

I was chatting recently with a close connection who is a decision maker in sponsorship. She told me that she receives hundreds of approaches a year but even though she might receive hundreds (maybe thousands) of approaches, it doesn’t necessarily mean those proposals are wrong—they’re just not quite rightfor that specific time.

To suggest that brands are simply throwing money at sponsorships is not only inaccurate but dismissive of the careful thought and effort that goes into each decision. From the outside, deals can seem overly lavish or misaligned with the brand’s image. However, brands don’t view sponsorship as a simple transaction. It’s an investment, one that they measure in terms of return on investment (ROI) and return on objectives (ROO). Behind every deal is a process of internal analysis, brainstorming sessions, and business cases. Even if you don’t agree with their rationale, each decision represents calculated risk-taking. Whether the deal is driven by market penetration, brand visibility, product launch, or a strategic association, sponsorships are far more complex than they appear on the surface.

No brand invests in a sponsorship opportunity without an in-depth evaluation of its alignment with their business strategy. Sure, some deals may go awry, but not because brands didn’t do their homework. It’s because the landscape is unpredictable, and a thousand things can go wrong—from market changes to unforeseen PR issues or shifts in consumer trends. Brands think hard before putting their name behind something, knowing full well that reputational risk is just as important as the commercial upside.

When the deal falls over…

It’s important to appreciate the sheer complexity involved in getting a sponsorship deal across the line. It’s not just a matter of securing a budget or signing a contract. Many moving parts have to be considered: budgets, stakeholder buy-ins, legal agreements, negotiation terms, activation plans, and sometimes months of back-and-forth with agencies or executives. It’s not unusual for a sponsorship deal to stall or collapse at any stage because of a misaligned expectation, a shift in corporate priorities, or even last-minute changes in the event or project being sponsored.

Furthermore, a sponsorship deal is not just about the initial sale. Execution plays an equally critical role. How well the sponsorship is activated—whether through branding at events, digital integrations, or consumer engagement—can determine the success or failure of the investment. This is another area where things can go wrong, with missteps ranging from ineffective messaging to logistical complexities. A seasoned sponsorship team must think several steps ahead, anticipating potential pitfalls while remaining flexible enough to adapt if the situation changes.

Hard Work and Tenacity are the Real Art

What some people mistake for “art” in selling sponsorship is really the result of persistence. It’s about sticking with it, grinding through rejections, negotiating finer points of a deal, and continually adapting pitches. A sponsorship team has to possess a level of grit because the process can be frustrating and drawn-out. Deals fall through, sponsors change their minds, and market conditions shift unexpectedly. But it’s the tenacity—the relentless follow-ups, the refining of strategies, and the pursuit of new opportunities—that separates successful sponsorship sellers from those who fail.

Creativity is important, but it’s not just about coming up with flashy campaigns or beautiful pitch decks. It’s about creative problem-solving when deals get stuck, finding innovative ways to align a brand’s values with the sponsored entity, and thinking outside the box to deliver value for both sides. And that requires hard work more than anything.