Sponsorship: Extending A Guest Lecture (by Adam Goodwin)

Sponsorship: Extending a Guest Lecture

by Adam Goodwin | 2015 | Last Updated: May 18, 2015

Guest Lecture

In March 2015, I was able to give a guest lecture at the University of Windsor in a Principles of Sport Management course on sport sponsorship.

For many students, this lecture was meant to be an introduction to sport sponsorship. From covering the basics such as definitions to the benefits of sponsorships, the lecture wrapped up with a practical group activity. During the lecture, I provided a process map as to process I recommended students followed when organizing an event and trying to work with prospective and returning sponsors. The real goal was to get students away from thinking sponsorship as sending 5000+ fancy, grammatically correct emails to a number of businesses in the region.

The Extension

The process map I showed during the lecture was something I developed through my research. Recently, I came across an image that basically maps the same map, with a few different terms.

The Sponsorship Blog calls it The Sponsorship Journey. It is available by clicking here.

Again, the goal of sharing this link is to encourage those looking for sponsors to get away from the one-sided (e.g., a sponsor says your event money for nothing/little in return) approach to sponsorship and to look for new, professional approaches to getting partners!

Your Call to Action

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Further Reading

Based on your reading of this blog post, you may also be interested in: University of Windsor.


These are one person’s thoughts and opinions.  We welcome your feedback and own thoughts. Feel free to comment below or connect with us via social media.

Adam Goodwin is a Canadian who has lived and worked in Africa, Europe, the Middle East, and North America, who is currently attending one of the world’s best sport management programs at the University of Windsor.  He is a proud introvert and silent leader.  He has traveled to 50 major global cities around the world, and has worked with universities, non-profits, consulting firms, and sport organizations.  He has family and friends around the world.  Follow his travels, work, projects, and thoughts on Twitter (@adam13goodwin) and on this blog (click on the bottom right-hand corner to sign up for weekly email notifications).


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