Sponsor Vocabulary You Need to Know

While Speaking in Singapore, I took a Break to Visit the Supertree Grove at the Gardens by the Bay

To be successful with sponsors, you need to know how to talk their language

Using the right verbiage with sponsors lets them know you’re a professional and it helps you get the deals done.

Here are some sponsor terms and vocabulary that will help you talk to sponsors with aplomb.

Your property is the entity available for sponsorship. It’s also known as the sponsee or rightsholder. A property can an event, business, speaker, author, person, non-profit charity, sports team, show, magazine, blog, podcast or brand.

Cause Marketing
A sales or promotional partnership between a business and a non-profit for mutual benefit. Money spent on cause marketing is a business expense, not a donation, and is expected to show a return on investment and objectives. People like to buy from companies who give back and support great causes. By linking a cause to the sponsor’s brand, the sponsor gets a halo effect.


Information about the on the age, gender, income, education, life-cycle stage, occupation and family status of consumers. A demographic group is also referred to an an audience, community or target market. In sponsorship, demographics are destiny.

My Asian Adventure

My Asian Adventure in Tokyo and Speaking at the Women of Wealth and Abundance in Singapore

I just got back from an amazing trip. I started out in Singapore, where I spoke about sponsors at the Women of Wealth and Abundance Conference.

Then it was off to Tokyo to see Mount Fuji, go to the Imperial Palace, marvel at the pagodas, shrines and temples, eat great food and see a live Kabuki show.

I Love Traveling the World, Speaking and Helping People Achieve their Greatness

It was my big dream years ago, even when I was in abusive relationships and the poverty trap.

Here’s How to Set Up Your Own International Speaking and Event Business that Attracts Sponsors

  1. Get Known

The Singapore conference called me because I created a buzz with my events, books, speaking and my presence on the internet.

  1. Sell Baby

To be successful with business and sponsorships you need to master selling. Selling is nurturing. It’s providing brilliant solutions for peoples problems.

  1. Learn the Business of Speaking and Sponsorships

Have great marketing materials and respond to speaking requests professionally. You can even do your own events and position yourself as the keynote speaker. Your own events create other speaking and sponsorship opportunities.

Who Are the Top Sponsors?

Black Eyed Peas Have Partnered with the #1 Sponsor of 2014, Pepsi

According to the latest survey from IEG, a company that reports on sponsorship trends, beverages, auto, telecommunications, banks and sports apparel categories dominate the list of top sponsors of 2014.

Great News: Most Sponsors are Spending More

For the second year in a row, no company in the top 10 decreased spending, with eight sponsors growing their budgets from 2013. In fact, no sponsor among the top 20 spenders shrank spending. Banks have nine companies represented on the full list, second to autos.

Beverage is a Leading Category

PepsiCo, which has beverage and snack brands, is in the #1 spot for sponsor spending, followed by Anheiser-Busch.

Automobile Coming Back Strong


The other shift within the top 10 saw General Motors slip past AT&T for fifth place. GM signed a slew of deals in 2014, including estimated seven-figure ties to the Academy Awards, NHRA and professional golf.

Rival Toyota maintained its position at number seven, but closed the gap with number six AT&T with a large increase in spending.

Here’s the List of the Top 20 Sponsors

  1. PepsiCo
  2. Anheiser-Busch InBev
  3. Coca Cola
  4. Nike
  5. General Motors
  6. AT&T
  7. Toyota
  8. Ford
  9. Adidas
  10. Verizon
  11. MillerCoors
  12. FedEx
  13. Procter & Gamble
  14. Microsoft
  15. Sprint Nextel
  16. Bank of America
  17. Citigroup
  18. United Parcel Service
  19. Berkshire Hathaway
  20. J. P. Morgan Chase

Sponsorship Pays in Hot Dogs

Sponsorship in Action: Matt Stonie, right, upset eight-time defending champ Joey Chestnut to win the Nathan’s hot dog eating contest on July 4

Why Do Companies Do Sponsorships?

Because it pays.

Last month Nathan’s had their annual sponsored Hot Dog Eating Contest on July 4. The contest had an unmistakable impact on Nathan’s.

Nathan’s hot dog sales skyrocketed from fewer than 250 million to 1 billion in 2014.

Nathan’s company stock climbed to $53 a share in 2014 from $6 a share in 2004, the year ESPN first telecast the event, and the price per share has settled at about $32.


Competitive Eaters Also Do Well with Sponsors

Matt Stonie, who defeated the reining hot dog eating champion, Joey Chestnut at the Nathan’s Hot Dog Eating Contest, said that he made about $100,000 while competing in 17 events in 2014. This year he plans to make considerably more after his victory against Chestnut, who made $230,000 last year.


How Can You Get Sponsors?
Every company wants what Nathan’s got from their sponsorship: More customers, exposure, educating people about the sponsor’s products and services, more traffic and more sales.

Make the sponsor the star and talk about how you can help them.

They Just Can’t Help Themselves

Linds Hollander and Nylah Davis

With 18 Year Old Nylah Davis of Nylah’s Fat Thighz Cupcakes at the Cancer Survivors Fashion Show in Hollywood

Who Can’t Help Themselves? Serial Entrepreneurs.

I just attended the Survivors Fashion Show that honored cancer survivors as well as their caregivers and family. It was a fantastic event and I was happy to help them get some great sponsors.

When I was there I saw my 18 year old friend, Nylah Davis of Nylah’s Fat Thighz Cupcakes. She’s been running her cupcake business for years and will continue while she’s attending the University of Las Vegas. I suspect that Nylah will become a serial entrepreneur and start many more businesses.


Mark Cuban, Serial Entrepreneur

Mark Cuban, Star of Shark Tank, Serial Entrepreneur and Sponsor Seeker

The Making of a Serial Entrepreneur

Mark Cuban, Star of Shark Tank,  Serial Entrepreneur and Sponsor Seeker

Mark Cuban, one of the sharks on the TV show Shark Tank, is the classic serial entrepreneur. At 12, he sold garbage bags. Before he started his computer consulting firm, MicroSolutions, that made him his first million dollars, he ran pubs and even taught disco lessons.


Mark and his business partner Todd Wagner began working on an idea (that later became known as Broadcast.com) in order to stream live events over the Internet. He has a media company which includes the Landmark Theatres chain and a stake in Lions Gate Entertainment.


Mark Cuban also purchased the NBA Dallas Mavericks basketball franchise that has sponsors including American Airlines, AT&T, Coca-Cola, Anheuser-Busch, Cadbury-Schweppes, MetroPCS and Ford.


What Do You Think?


Do you think it’s better to be a serial entrepreneur or concentrate on one thing like Mark Zuckerberg of Facebook?


I’d love to know your thoughts.