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The Corporate Sponsorship Toolkit Paperback – June 29, 2012

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Editorial Reviews


"This book is a delight. Kim has used all the experience she’s gained over many years in the sponsorship business to provide a complete toolkit for anyone working in the industry—whether you are a sponsor, a sponsee or working in an agency. Kim’s style is straight-talking and you’ll find yourself laughing at her directness. Anyone who can’t make their sponsorships more successful after reading this is in the wrong business. It’s a must-read—buy it now."
--Karen Earl, Chairman, European Sponsorship Association,

"The Corporate Sponsorship Toolkit is a fascinating and insightful read that makes you see the world of sponsorships in a different light. Kim is at the forefront of understanding the formula for sponsorship success and her insights will give you a distinguishable advantage in the marketplace."
--Brian Gainor, Partnership Activation,, @BrianGainor

"Entertaining and highly applicable to marketers and sponsorship professionals anywhere in the world, The Corporate Sponsorship Toolkit is packed with inspiring success stories, along with one or two train wrecks (so you know what NOT to do). It provides clear, concise and creative ways to navigate the sometimes treacherous waters of acquisition, internal buy-in, leverage and measurement—ultimately landing you on the beautiful shore of best-practice sponsorship. This book is a hands-on, must-read for any sponsor ready to advance to the next level."
--Josefine Hadell, Swedish Sponsorship Association,

About the Author

Kim Skildum-Reid is one of the sponsorship industry’s most influential thought leaders. Her inspired yet practical approach and refreshing, irreverent style have won her legions of fans for her books, industry-leading blog, white papers, and media contributions. She is co-author of the number one industry bestseller, The Sponsorship Seeker’s Toolkit. Her white paper, “Last Generation Sponsorship,” has been downloaded well over 600,000 times, and reprinted countless times in many industry magazines, and in eight languages. Her blog is one of the most popular, oft-quoted in the industry. She provides content and commentary to business and industry media around the world, including Harvard Business Review, CNN, CNBC, Bloomberg, Marketing News (US), Marketing Africa, Marketing Russia, Sponsor magazine (Netherlands), Brand Republic (UK), National Business Review, (New Zealand), Adnews (Australia), Marketing (Australia), South China Morning Post, China Business Review, Australian Financial Review, and many more.

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Product Details

  • Paperback: 264 pages
  • Publisher: Freya Press; Pap/Cdr edition (June 29, 2012)
  • Language: English
  • ISBN-10: 1921097086
  • ISBN-13: 978-1921097089
  • Product Dimensions: 8 x 0.6 x 10 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #235,896 in Books (See Top 100 in Books)

More About the Author

With 28 years in the corporate sponsorship industry, Kim Skildum-Reid is well known as a global sponsorship industry thought leader - defining and shaping best practice. She is co-author of industry bestsellers, The Sponsorship Seeker's Toolkit and The Sponsor's Toolkit, and author of The Corporate Sponsorship Toolkit and The Ambush Marketing Toolkit.

Kim is a trusted industry commentator to Harvard Business Review, CNN, CNBC, Chief Marketer, Marketing News, Bloomberg, Brand Republic, Marketing Africa, Sponsor Magazine, Marketing Russia, and many other leading business and marketing media. She also serves as a member of two CMO Council advisory boards.

Kim is author of one of the industry's best read, most reprinted, and most often quoted blogs, as well as industry-defining white papers, such as "Last Generation Sponsorship", the best practice manifesto with over 800,000 downloads and reprinted dozens of times and in eight languages.

Advisor to sponsorship award winners in Australia and New Zealand, Kim works with a blue chip clientele across six continents.

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Most Helpful Customer Reviews

7 of 7 people found the following review helpful By Tripp Braden on September 20, 2012
Format: Paperback
I'm always asked by clients what one book I would read if I needed to know more about the world of corporate sponsorships. I always recommend The Corporate Sponsorship Toolkit by Kim Skildum-Reid to my clients. Many of my technology clients are just starting to explore this exciting marketing opportunity for their businesses. The book provides them a complete understanding of what they need to know before investing their marketing dollars into the sponsorship. This single book helps them understand how and why they should consider sponsorship and also why they shouldn't. This newest version of the book won't disappoint.

The best news is if they decide to move ahead, Kim provides the required tools to get you started and keep you moving with the least possible struggle. For my Managing Director and CEO clients it provides a great framework to help them get the best out of their marketing team's efforts. For many of them, it provides the required confidence and knowledge to better understand how sponsorship strategies are changing and how to do it right from the start. The book explains key concepts quickly and easily and provides worksheets they can use or work on with their marketing teams.

Can this book provide marketing people with what they need? For most marketing people today, they are almost always overworked and underappreciated. Why would I pick up a copy of The Corporate Sponsorship Toolkit? The book is a quick read and broken down into usable sections and could serve as a just in time tool for your sponsorship research. I keep a copy by my desk when I'm at work on different sponsorship programs. The tools and worksheets speed me on my way no matter what my current sponsorship challenges are.

For me the best part of the book is the preparation section.
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6 of 6 people found the following review helpful By Debbi Grogan on August 27, 2012
Format: Paperback Verified Purchase
Once again Kim has written a book that is informative, creative and insightful! Corporate Sponsorship Toolkit is a book everyone in the event business should read. Kim's knowledge of sponsorships, brand building, and activation cannot be denied, but it's her sense of humor and the examples she uses that makes this book easily translated to real world application. As a sponsorship seeker, I have relied upon her books and blog to help me navigate through these difficult times, and this book will be used many times as I take my sponsorships and events to the next level.
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5 of 5 people found the following review helpful By Tracey T on August 29, 2012
Format: Paperback Verified Purchase
The author of The Corporate Sponsorship Toolkit definitely has a passion for this topic! Her experience shows as you read in a stepwise process how to utilize sponsorhip in the most effective way. The toolkit was very thorough in not only walking you through the process of aquiring sponsorship, but great examples of her ideas along the way. This book also walks you through the value of sponsorship by allowing you to measure it. It is so important to find the right partner to market your brand, how to negotiate with that sponsor, and the legalities that surround the deal. The author stresses not only the importance of a great fit, but how to attain it. I also found the templates and tools made available easy to understand and very thorough. I definately recommend this book.
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4 of 4 people found the following review helpful By Angela Bushman on September 15, 2012
Format: Paperback Verified Purchase
Skildum-Reid demonstrates once again why she is the premiere voice in the industry with this tome filled with practical, step-by-step information and tools for building brand love through sponsorship.

Having spent more than two decades in sponsorship and experiential marketing, I've crossed paths with hundreds of sponsors, properties and professionals, none with the depth and breadth and knowledge of Skildum-Reid. Her insights, clarity and straightforward delivery make this book a must-read for beginners and pros alike, not only in sponsorship, but in marketing in general.

Because sponsorship is the most integrated of all marketing platforms, you'll learn more from this book than you will in an MBA-level marketing course. Get schooled in objectives, infrastructure, strategy, leverage, negotiations, measurement, ambush prevention and literally everything you need to know to build your most successful sponsorship in this book, complete with questionnaires, worksheets and checklists. You'll want to keep this book on your desk and refer to it over and over!
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4 of 4 people found the following review helpful By Amazon Customer on September 4, 2012
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As a business owner and event manager I deal with sponsorship often. This book provides great reminders, new information and wonderful checklists and forms that you can start using today. It's well thought out, broken up into nice chapter sizes and easy to read. I found myself nodding my head in agreement with the author more than once. The Corporate Sponsorship Toolkit is a recommended read for people who manage or create corporate sponsorships as it reviews the importance of brand, strategy, leverage, negotiating tactics and so much more. And it's all about creating a win-win-win. When everyone wins, it's a winning sponsorship! Now I have to go update my sponsorship packages...
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Kudos to Kim! As a 25 year veteran sponsorship seller I'd say that a sponsor decision-maker who understands Kim's analysis is a sponsor I want work with. This is not light reading, but her writing attitude keeps you engaged. Stay on board for the full ride because The Corporate Sponsorship Toolkit is jam-packed with essential and practical recommendations for successful sponsor-partnerships. A couple of important takeaways confirmed for me: 1) Sponsors should do away with gatekeeper functions like online sponsorship submission sites and brokers. Rather, establish and post on your websites comprehensive sponsorship guidelines that already have internal company buy-in, so you don't miss great opportunities. Sellers will respond. 2) Best results come from a focus on target market needs! That's how companies will change perception and, more importantly, behaviors. Pay attention to the importance of psychographical match-ups with target markets - this is where experiential marketing really shines. 3) Activation - enhance the experience. This is where the real value is. Toolkit will help sponsoring companies structure and evaluate both their overall sponsorship portfolio (the macro view), as well as drill down into how to expedite `last-generation' sponsorship best practices for maximum leveraging, effectiveness, and results. Bottom line - everyone wins when sponsoring companies have this level of understanding of how to use sponsorship `to help people fall in love with their brands'.
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