So you want to get sponsorship. Of course you do. What would be better than getting someone else to pay for your dreams? It’s amazing how many emails I get from sports people who imagine sponsors are just generous benefactors who will willingly part with hard-earned cash on the strength of a good idea. In the business world, there is a similar behaviour. Entrepreneurs with great ideas seek out financiers, early stage investors, business angels, venture  capitalists, sponsors. Some of these companies offer the investors a promise of revenue generation – a cash return on investment. Raising money for a venture that might lead to revenue is a hard sell, so imagine how hard it is to sell sponsorship benefits like exposure, brand association or recall. Still want to give it a try? Your life is about to change. You

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