Event Sponsorship Specialist Certificate

Event Sponsorship Specialist Certificate

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Asset Valuation (1 Hour)

How are you valuing your assets? Are you making up prices for sponsors by gut feeling? Or perhaps just by looking around at what others are charging? In this module, you will learn how to build your inventory of assets, understand your unique position, and why sponsors can’t get the same exposure without you!

Video 1: Chris Baylis, CEO, The Sponsorship Collective

Understanding the following:

  • Taking stock of your assets. What do you have to sell?
  • Why do sponsors want to partner with you?
  • Creating tangible value on your assets          
  • Understanding your unique position          
  • Going back to your partner objectives          
  • How would sponsors get exposure without me!

Activity: ·      

Create a list of all of the items that you could potentially offer a sponsor (i.e. webinars, thought leadership, logo placement, unique event activations etc. post to the community for feedback from peers and instructor.

Video 2: Chris Baylis, CEO, The Sponsorship Collective

In this module we will continue building on fundamental valuation tactics. In addition, you will learn the role of social media on sponsorship, assessing your brand value, pricing out advertising and using a valuation calculator to help you value your own assets!

  • Understanding the role of social media in sponsorship
  • Better understand your brand value  
  • Understanding and valuing your assets
  • Review of valuation calculator      


Fill in the Valuation Calculator with a sample event.

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Chris Baylis, CEO, The Sponsorship Collective

I have spent over a decade making all of the common mistakes before I discovered a systematic process to engage sponsors. It took a lot of trial and error but after testing these concepts with tens of millions of dollars in sponsorship sales and am excited to share them with you. I have now worked with thousands of sponsorship seekers, written well over 200,000 words on the topic and spoken at conferences all over the world, sharing the concepts identified in The Sponsorship Blueprint.

Jennifer Kerhin, MBA, CEM, CMP, CEO, Sponsorship Boost 

Jennifer Kerhin, CEO of Sponsorship Boost LLC, has more than 20 years experience working with association tradeshows and business development functions. Jennifer has a certification of exhibition management (CEM), an MBA from the Johns Hopkins University and substantial executive-level association experience. 

She founded Sponsorship Boost to support the mission of associations by increasing their non-dues revenue through exhibits and sponsorships. Sponsorship Boost helps associations create non-dues based revenue through exhibits, sponsorships, advertising and corporate partnerships. 

Brad McCabe, Co-Founder & Managing Partner, Sponsor Circle

Brad is passionate about the sponsorship and not-for-profit industries. 

With over 20 years’ experience working with attractions, events and not-for-profits, Brad applies his sponsorship and brand activation knowledge to serve an array of brands, events and causes. Through Sponsor Circle’s technology solutions for the sponsorship industry, Brad aims to solve a common issue found in the industry – cutting through the noise to find the right sponsorships to deliver on strategic objectives.

Brad has been integral in leading organizations through transformative changes in structure, engagement and revenue development. In his spare time, he sits on CNE’s Strategy & Policy Committee and coaches youth rugby.

Lisa Jeller, DES, Head of Events & Sponsorship, EventMobi

Lisa is a tech enthusiast and passionate member of the events & meetings industry in Germany and internationally. As Head of Events & Sponsorship for EventMobi, she co-founded the MICE roadshow #praxisfrühstück and has helped shape the meetings industry in Germany. A new-found passion for speaking and sharing her event tech knowledge led her to design and present sessions and workshops at national and international events. Her certified expertise in digital events has helped industry partners to pivot to virtual events following the COVID-19 related impact on on-site events.

Jessica Lemire, Manager, Marketing Activations & Event Sponsorship, Osmington

Originally from Montreal and having graduated from McGill University with a major in Marketing and minor in Entrepreneurship in 2014, Jessica Lemire has worked across Canada on amazing campaigns, and decided to settle in Toronto in 2016. 
She has worked on national campaigns with IKEA, Nike, BMO, the Toronto Raptors, and on large stunts for brands like Louis Vuitton, Shiseido, Polestar, OREO, M&Ms, Sony, Audible, Disney and many more. Her agency background has helped her build the Marketing Activations department at Union Station with the client, agency and public in mind. Her team is proud to be leading the pop-ups, brand sponsorships and activations at the busiest building in Canada. Creative problem solving, and objective-driven campaigns are Jessica’s speciality, and with a recent interest in sponsorship, she has been able to develop event sponsorships with Best Buy, Moosehead, Bauer and many more. 

The Final Exam consists of 40 Multiple Choice questions. Participants will have 2 hours to complete the exam and will have access to their materials during the course of the exam.