“It’s not you it’s me.” Ever wondered how to better manage your sponsorship relationship? | Richard Speed

A message from Richard Speed, 

"When the football clubs of Australia announce their new sponsorships for the year, the sponsoring firms explain how proud they are of the association and how central the relationship is to their marketing strategy. I am happy to guarantee, here and now, that by the end of the season, bad behaviour by players, officials or a club as whole will lead to some of those sponsors cutting their ties as fast as possible, leaving their marketing strategy in tatters.

Sponsorships are one of the situations in marketing when you rest the success of your strategy on something outside the firm and outside your direct control. If you manage these relationships like your traditional resources, your risk of failure goes through the roof.


Have you had any experiences like this? Please share them below.

And to learn how to better manage these risks, join me for Hired, borrowed or stolen; Making your marketing strategy work with someone else’s resources, starting March 2nd."

Richard Speed

Richard’s research focuses on creating effective marketing strategy and valuable brands, such as sponsorship and its use in marketing strategy.