The Hidden Complexity of Sponsorship: Rights Management and Relationship-Building 

Sponsorship is often more complex than other forms of marketing, with a wide range of moving parts. From securing rights to valuation, scoping assets, negotiation, and finalizing agreements, sponsorship is a heavy lift. But it’s only once a sponsorship is secured, whether new or renewing, that the real work begins. 

When the ink is dry on the deal, managing rights becomes your next challenge. You must ensure that both you and the rights holder meet your contractual obligations. Beyond that, you need to plan and execute activation, measure brand and commercial outcomes, and track your return on objectives. 

This process requires significant resources—whether that’s internal headcount or agency partner support. In comparison, media buying, often the largest spend in your marketing budget, is far less complex. 

The Importance of Rights Management 

Managing rights is a core responsibility for sponsorship professionals on the brand side. Your relationship with the rights holder is crucial—it ensures you get the value you’ve paid for, amplifies that value, and helps you activate effectively. But not every rights holder relationship will be smooth. 

We recently worked with a client who was frustrated by a rights holder. The property itself was ideal: it delivered the right audience, was highly target-efficient, and offered unique assets and brand-building opportunities that no other property in that country market could provide. Despite this, managing the rights holder was one of the most challenging experiences we’ve had. 

The rights holder consistently failed to deliver on the value we had purchased. They were disorganized, missed meetings, didn’t return calls, and often seemed indifferent to the partnership. It became clear that we needed a plan to ensure the client got what they were paying for. 

Taking Control of a Difficult Relationship 

We allocated more resources to managing the relationship and set clear expectations around communication and delivery. We held the rights holder accountable every step of the way, refusing to let them fall short on what was agreed. In the end, our persistence paid off—but it required extra effort. 

More sophisticated rights holders often have established processes and systems to manage sponsor relationships. However, not all are this organized. This is particularly true for smaller or less experienced organizations, and sometimes arts or pro-social groups, staff that came from a programming side may be tasked with sponsorship management. In these cases, they may not know how to effectively manage sponsor relationships, leading to a challenging dynamic. 

When Extra Effort is Worth It 

Working with a less sophisticated rights holder can be tough, but sometimes it’s still worth the extra effort. If the property aligns with your brand and delivers the right audience, additional rights management work can pay off in the long run. You may need to coach the rights holder, keep them on task, and lean in more to ensure success. 

For any rights holder relationship, it’s crucial to build in safeguards from the start. Your sponsorship agreements should create shared understanding by clearly outlining expectations for reporting, service, delivery, and escalation. Additionally, it’s wise to create a rights management plan for each major sponsorship investment, including a match contact relationship map, to ensure you’re allocating the right resources and staying proactive. 

The Value of Strategic Rights Management 

Sponsorship management goes far beyond signing contracts—it’s about building and nurturing relationships that maximize value. Effective rights management ensures that both you and the rights holder meet your goals, leading to a stronger partnership and greater returns. By developing clear expectations, allocating the necessary resources, and maintaining a proactive approach, even the most difficult sponsorships can be turned into valuable opportunities. 

The Hidden Complexity of Sponsorship: Rights Management and Relationship-Building 
Tagged on: