The European Sponsorship Association (ESA) has launched a comprehensive education programme designed to provide the skills necessary for a career in sponsorship. Called ESA Knowledge, the new programme caters for all levels of expertise and features interactive workshops, insight forums and seminar-style briefings.
ESA Board Director, Matt Rogan of Lane4, who is leading the ESA Education group, said:“With sponsorship evolving as a discipline, there is a greater need for broader learning options. We will be looking at the challenges of managing campaigns in the short-term economic environment, and also at the longer-term opportunities the future may hold.”
According to Rogan, ESA workshops will provide “a foundation for good sponsorship practice and help junior and middle management gain the tools they need to understand all aspects of the business, be it the financial implications, the repercussions of good briefings, importance of accountability, and the delivery and demonstration of winning results.”
ESA has drafted in a number of industry experts who will share their knowledge and experience. The first workshop, It’s a numbers game!, on the 3rd March, will cover changing market trends, budgeting and financial management and best practice guidelines. The speaker line-up includes Steve Cumming (Diageo), Sandra Greer (Sports Marketing Surveys) and Matt Rogan (Lane4).
ESA is also running what it calls the ESA Insight Series. This is a series of events which will tackle broader issues such as future-mapping consumers’ behaviour and how this will impact on sponsorship, practical issues surrounding running a successful business, the opportunities presented by the digital revolution and the influences impacting on the entertainment and arts sectors. The first in the series – Global Trend Forecasting and Consumer Behaviour – is on the 2nd April.
As the sponsorship industry trade body, ESA seeks to provide affordable educational events for all who work in sponsorship. Prices start at £65 for ESA Skills workshops and £100 for ESA Insights forums. ESA members receive a special discount. The events are based in London. To reserve a place, contact the ESA Office on +44 (0)208 390 3311.