When you land a sponsorship deal, do what you say you’re going to do. Be trustworthy.

Be ethical and responsible and ensure you hold your sponsors accountable.

Remind them of the importance of the return on investment (ROI), or the measures they told you were so important during your negotiation phase.

How are THEY measuring the relationship? You aren’t able to tell them how many widgets they’ve sold as a result of your supporters buying or switching to their brand – it’s THEIR job to tell you that.

YOUR job is to measure how often you have put them in front of their target market and detailing what communication channels you used.

Together, your collective measurements should create a full picture – one that can be tweaked and massaged to get the best outcome possible for everyone involved, including your supporters!