ABSTRACT
This chapter considers the benefits, in assets and associations, that rights owners can pass on to their sponsors.These rights are tangible and intangible entitlements that by agreement are bundled together into sponsorship packages for prescribed lengths of time. The chapter begins with a discussion of the approach that rights owners can adopt in the sponsor recruitment process. Current and evolved practice is included and the need to achieve relationships that will achieve a return on investment is considered in order to develop an approach for best industry practice.This approach steers away from fixed packaging and moves towards bespoke tailoring to better meet sponsors’ objectives.
