Staying in a sponsorship that no longer fits? You’re not alone — but it’s costing you
Renewing a sponsorship that isn’t working? You’re not alone. Here’s why organizations stay too long — and what it’s actually costing them.
Sponsor Room Newsletter
Smarter sponsorship decisions, once a month.
Strategy, measurement, and the calls nobody wants to make.
The Sponsor Room
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Are your sponsorship reports telling the truth — or just a good story?
Big impression numbers don’t equal a good sponsorship. Here’s how to tell if your post-event report is measuring what actually matters.
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Three questions that will change how you evaluate sponsorships
Most sponsorship decisions start with instinct and end with regret. These three questions give you a framework that works before you sign anything.
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How to calculate earned impressions (without making up numbers)
Most post-sponsorship conversations include an impression number nobody can actually verify. Here’s how to calculate earned media impressions properly — and what to do with the number once you have it.
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Sponsorship or donation? What the CRA is actually looking for — and why it matters before you sign
The CRA applies a two-part test to every sponsorship payment: was it made to earn income, and is the amount reasonable? How you answer those questions changes both your tax treatment and the story you’re telling leadership about why you wrote the cheque.
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Are you measuring the wrong thing after every sponsorship?
If your post-event debrief turns into a debate with no clear winner, the problem isn’t the sponsorship — it’s what you were measuring before it even started.
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New to sponsorship management? Not sure where to start?
A comprehensive guide to evaluating sponsorship opportunities for better investment decisions and strategic alignment.
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Activation is where sponsorship ROI is won or lost
Learn how to maximize ROI in your sponsorship investments with effective strategies and evaluation techniques.
