Course Description

Sponsorship has become an imperative marketing choice for many companies and gaining an understanding about how it can work effectively for your brand is increasingly vital for marketers across the industry.  This course is designed for non-sponsorship specialists (i.e. those involved in other marketing disciplines) that would like an in-depth introduction into how to harness the value of partnership marketing (especially in the fields of sport and entertainment).


What will participants learn/achieve?

An engaging summary of the world of sponsorship including insights into many of the key areas which account for its effectiveness including:

  • The basics of sponsorship – what it is, how it works and why it is such an effective marketing tool
  • Current trends which highlight areas of special potential (including data, influencers, purpose and the environment)
  • How sponsorships are selected
  • The areas where sponsorship takes place
  • How sponsorships are activated
  • How sponsorships are evaluated

Teaching methodology will include powerpoint audio visual presentation materials as well as a group problem solving exercise


Who is it for ? Career Stages

Designed for junior to mid-level marketers working outside the sponsorship discipline (possibly from advertising, PR, promotional marketing etc) who would benefit from understanding more about the mechanics of sponsorship and partnership marketing


What is the USP

A unique opportunity to have an intensive introduction into one of marketing’s most dynamic disciplines from one of the industry’s most experienced and well-qualified experts

Marketer Pathways Competencies

Marketer Competencies

  • Brand
  • Research
  • Customer Centricity
  • Marketing Campaigns

People Competencies

  • Influencing
  • Negotiation Skills
  • Relationship Management

Business Competencies

  • Action & Results
  • Commercial Awareness
  • Planning & Prioritisation
  • Project Management

Course Director at the European Sponsorship Association

Peter Raymond

In over 30 years in marketing, Peter has acquired unrivalled experience and become one of the UK’s leading exponents in sponsorship and corporate partnerships, having worked on many ground-breaking and award-winning projects.

He started his career as a Marketing Graduate with Cadbury Schweppes and quickly became a Brand Manager in 1980. Over the next decade, Peter moved into the agency world where he consolidated his experience in both sponsorship and sales promotion. His track record included working on the first ever major football sponsorships in the UK, the Milk Cup and the Canon League; managing the sponsorship of the Australian Cricket Team by Castlemaine XXXX; directing the British Athletics sponsorship portfolio and selling and implementing the London Marathon sponsorship for both NutraSweet and Flora.

Most recently he created and now runs the ESA Diploma which has become the sponsorship industry’s most esteemed training qualification.  Since 2012 the Diploma has qualified over 350 industry practitioners.  This has been followed by a similar training course for the Arts, the ESA Arts Sponsorship Certificate, which has been running since 2015.

Terms & Conditions

Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.