SPONSORSHIP (PART TWO) is an advanced one-day intensive and highly interactive training workshop for brands who want to unleash the power of sponsorship.

The workshop is designed to enable delegates to understand:

  • The power of sponsorship
  • How to find the right sponsorship that best fits your marketing needs
  • How to maximise the benefits sponsorship can bring to your business

SPONSORSHIP (PART TWO) is aimed at anyone who is: considering; justifying; re–appraising; seeking; negotiating; implementing; exploiting and measuring sponsorship.

As well as drawing from real-life examples through a series of case studies, the workshop will cover:

RESEARCH AND DEVELOPMENT
  • Sponsorship Audits
  • Market Activity Reports - covering sector and competitor analysis
STRATEGY
  • PerforMind™ - a scientific approach to selecting sponsorship criteria and sourcing a sponsorship that is best for the business/brands needs
EXECUTION
  • Negotiating rights and finalising contracts
  • Exploiting sponsorship through: sales promotions; direct marketing; PR and advertising
  • Measuring sponsorship effectiveness through qualitative and quantitative analysis

SPONSORSHIP (PART TWO) is a practical, hands on experience in which delegates will be guided by experts in the development of strategies for the better understanding of sponsorship and how it can be integrated into many aspects of business.

DELEGATES WILL DEVELOP AN UNDERSTANDING OF

WHY BRANDS SPONSOR
  • Business needs
  • Intellectual property rights
  • Opportunity evaluation - maximising its value to business
  • Arts and sports case studies
  • Learning from other sponsorships
SOURCING THE RIGHT SPONSORSHIP
  • Identifying criteria
  • Finding what's available
  • Negotiating rights and price
CREATING SPONSORSHIP EXPLOITATION PLANS TYING TO BUSINESS OBJECTIVES
  • Using advertising and PR to exploit the sponsorship
  • Creating strategic alliances
  • The role of merchandising and licensing
  • Mobile and on-line exploitation
MAXIMISING THE USE OF GRANTED RIGHTS
  • Working with rights holders
  • Creating new rights
WORKING WITH RIGHTS HOLDERS TO MEASURE THE EFFECTIVENESS OF THE SPONSORSHIP
  • Managing rights holders
  • Putting in place measurement processes
  • Building the sponsorship relationship - securing repeat sponsorship

SUPPORT MATERIALS AND ADVICE LINE

Each delegate will be given a workshop information pack as a take away reminder. All materials will be posted on-line for delegates to access post course.

Delegates will be able to call our advice line, which provides professional and qualified answers to areas that need clarifying post course.

ADVICE LINE: +66 2622 0605 - 7

COACH

PAUL POOLE - Founder, Managing Director and Chairman of Paul Poole (South East Asia) Co., Ltd.

Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.

We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.

GUEST SPEAKERS

The workshop will include a number of guest speakers from the world of sponsorship marketing from both the buy and sell sides.

VENUE

COMO metro BANGKOK, located in the Central Business District, is one of the Thai capital's most unique and elegant event venues, not only modern and chic in design, the venues event spaces offer the latest technical facilities and break-out reception areas.
metropolitanhttp://www.comohotels.com/metropolitanbangkok/about

DATES/ITINERARY

THURSDAY 11 AND FRIDAY 12 SEPTEMBER 2025

09.00 - 09.30Why are we here?
09.30 - 10.30Business needs.
10.30 - 12.30PerforMind™.
12.30 - 13.30With leading sponsorship lawyer and intellectual property rights expert key note speaker.
13.30 - 14.30 Using advertising and PR. Creating strategic alliances. The role of merchandising. Mobile and on-line exploitation.
14.30 - 16.30Developing exploitation plans.
16.30 - 17.30Working with rights holders to measure the effectiveness of the sponsorship. Securing repeat sponsorship.
17.30 - 18.00Questions and answers.
18.00 - 20.00With two senior keynote speakers from the world of sports sponsorship.

COST:

37,500 THB
incl.VAT
30% off (super early bird)
until 27.12.24
using promo code PP(SEA)CL30
20% off (early bird)
until 28.03.25
using promo code PP(SEA)CL20
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