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FWIW Anatomy of a Sponsorship Deal

Published on: 12th July, 2022

This is the second in Unofficial Partner special series "For What It’s Worth" series in collaboration with Turnstile and is an opportunity to pick apart the reality of the sponsorship sales process on both sides of the negotiation table. 

To do this we’re pleased to welcome Celine Del Genes and Rob Grenville Jones.

Celine is Global General Manager of Specialist Sports at Adidas and Rob is Commercial Partnerships Director at the English Rugby Football Union (RFU). 

Joining us is Dan Gaunt, General Manager at Turnstile. 

This is a conversation about trust in sports sponsorship - how is this cultivated? How quickly can it be established? Ego, both personal and corporate. Intangibility - the role of gut feeling v rationality, head v heart; the role of emotion, and the under rated job of selling the deal to the board, and finally, how is a deal communicated to the general public via the media. How reliable are the prices quoted and what are the games that are played on both the buy and sell side of the equation.

The first episode in the For What It’s Worth series (UP240) featured Juliet Slot, commercial director of Arsenal and is available to download for free, in the Unofficial Partner archive. 

And if you like sports business newsletters, you’ll really like the Unofficial Partner version, that goes to thousands of people across global sport every Thursday, sign up via the website. 

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About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 2650+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

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