And finally, part three of our 24 lessons drawn from the Irish Sponsorship Summit at Croke Park.  Now let’s see how many of the ideas we jotted down can be implemented in our day to day roles.
Sky Ride Dublin
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17. Vital to focus on all aspects of a project not just the glamorous end.  It’s the delivery at grassroots that will have the greatest impact on how people feel.
18. Large organisations have to get it right within their own workforces.  Sky set a target to get 25% of its 23,000 staff cycling regularly as part of its cycling sponsorship programme.  That’s twice the national average.
19. That didn’t just happen.  They looked at what prevented people cycling – showers, spaces, repairs and introduced solutions.
20. Make sure you are aligned as partner and property.  Working together will change the focus on both sides can make a project work better for each other and most importantly for the fans.
21. There are six pillars to building a sponsorship proposal. Understand what the sponsor’s needs are; create a specific hook that will address at least one of them; show how that can work through you to a mutual audience; show how that can be made real; devise metrics that can prove the impact you have; Make sure it’s all about what you can do for them, not about you.
22. We each experience 2,500 brand messages every day.  We have become immune to even registering most.  How can yours cut through that noise.
23. Collaboration will always get you where you want to go smarter, faster and with more enjoyment along the way.
24. Concentrate on how people feel after experiencing an event you have been part of delivering.  Were you authentic? Were you credible? Did you leave them wanting more?
Read thoughts 1-8 of what we learned
Read thoughts 9-16 of what we learned
If we have succeeded a little in the last of these points, why not join us today.  Individual membership of Sport for Business is available at an annual cost of €180 until Friday, February 28th so if you like what you’ve seen then come aboard and let us help you to create great ideas around doing things better.