12 Skills You Need to be Great at Sponsorship

August 31, 2023
5 min read
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We work every day with clients to ensure that their sponsorship portfolios are delivering maximum value for them.

We have the good fortune of working with a great variety of individuals that have made themselves highly skilled in sponsorship.

We have observed that each of them possesses these 12 skills and continue to exercise these skills to the benefit of their company.

These are in no particular order, but we know that possessing these skills will only make you better at the craft that we all believe makes our companies better.

Relationship Building

Sponsorship at its core is all about relationships with people first and the brands they represent. The ability to build and maintain strong relationships with potential sponsors is essential. You will need to develop relationships with decision-makers at potential sponsor companies, identify their needs and objectives, and create opportunities that benefit both parties. However, you will need to eventually build relationships with other people within organizations beyond just decision makers at potential sponsors as well.

Communication & Active Listening

Effective communication is crucial to securing and maintaining sponsorships. You need to be able to articulate your company's goals and objectives, as well as the benefits of sponsorship, in a compelling way. You should also be able to listen actively to potential sponsors to understand their needs and tailor your approach accordingly. By the way these skills are equally applicable to all parties including those that work for brands or agencies involved in sponsorship.


Sponsorship deals often involve complex negotiations and you need to be able to navigate these negotiations skillfully. You should be active student of the market value of sponsorship opportunities, be able to anticipate potential objections and be prepared to offer creative solutions that meet the needs of all parties. Flexibility and empathy will serve you well while navigating your way through the negotiation process.

Project Management

Sponsorship deals and their implementation often involve multiple stakeholders and require careful coordination to ensure that all parties deliver on their commitments. You should be able to manage projects effectively, develop timelines, and ensure that all parties are meeting their obligations. Establishing objectives, strategies and the tactics ahead of time will make the execution of your sponsorship goes smoothly for all parties.

Strategic Thinking

Sponsorship deals should align with your company's overall business objectives. You should be able to think strategically and identify opportunities that support your company's goals, whether that's increasing brand awareness, driving sales, or building relationships with key stakeholders. In addition, you will want to be sure that you are also thinking about your client’s goals and creating sponsorship deals that benefit both parties.


Measuring the impact of sponsorship is essential to understanding its value and optimizing future deals. You should be able to use analytics to track the success of sponsorship initiatives, identify areas for improvement, and report on the return on investment to stakeholders.

By possessing these skills, you can increase your chances of success in securing and managing sponsorships for your company. In the last 10 years, there are multiple companies with products that can help in this arena. In addition, almost every company has internal analytics already in place and you leverage those partners as well for proof of sponsorship performance.


The ability to think outside the box and come up with unique and innovative ideas for sponsorship opportunities can help you stand out from competitors and attract potential sponsors. You should also seek out how to improve your creative skills. You should also study how other brands and institutions are the same marketing tools to develop creative solutions.


Conducting thorough research on potential sponsors, their industries, and their marketing objectives can help you tailor your approach and develop customized sponsorship proposals that resonate with their needs. The more research you do the more it will pay off and success you will have in putting together meaningful sponsorship deals.


Sales skills are important for building relationships, negotiating deals, and closing sponsorship agreements. You should be able to identify and understand potential sponsors' needs, demonstrate the value of your company's sponsorship opportunities, and overcome objections.

Event Planning

Sponsorship often involves events, and event planning skills can be useful for managing logistics, coordinating vendors, and ensuring that events run smoothly and achieve their objectives.

Social Media Marketing

Social media is an essential tool for promoting sponsorship opportunities and engaging with potential sponsors. You should be familiar with social media platforms and be able to develop and execute effective social media marketing strategies. You should also understand techniques about how your company leverages social media. You should also embrace newer social media channels like TikTok and Snap!

Financial Management:

Sponsorship deals often involve financial transactions, and financial management skills can be useful for negotiating contracts, managing budgets, and ensuring that both parties receive a fair return on investment. A full understanding of all the financial elements will make you better at negotiating and construction of existing and new sponsorships.

By possessing these additional skills, you can enhance your abilities to secure, manage, and maximize the value of sponsorships for your company. In addition, Trak Software will provide the infrastructure that will assist you in being the best you can at all of these skills.

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