Resources  >> Big Change in Association Sponsorship Deals

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  May 11, 2010

Big Change in Association Sponsorship Deals

Associations are retooling their sponsorship effort in light of the recovery.  Instead of a la carte deals for coffee breaks and speaker fees, many groups are pushing for multi-year relationships that go beyond their conferences and conventions.

Exhibit A:  Association of School Business Officials International (ASBO Int’l) tripled their sponsorship revenue from ’06 to seven figures in ’10 when they dumped 35 low-level deals for three packages:  strategic partner for ongoing success; event partners for meeting expenses; and affinity partners for those who provide discounts on products/services to members.

This trend will throw a monkey wrench into the speaker bringing in their own sponsors.  Your next best step:  Ask before you offer.  If the group has a system already in place, join the team by helping to promote the packages the associations have developed.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.