Outcome Measurement
Part of Renewing or ending sponsorships
Reviewing a sponsorship before the renewal deadline
Work back from the notice deadline, collect delivery and cost evidence, and make a timely sponsorship renewal decision.
Begin with the agreement's next notice or renewal decision date, if it has one. Collect the evidence needed to act before then. A complete performance report may be of little use if it arrives after a required notice deadline.
Find the dates that matter
Read the signed agreement and any authorised amendments. Record the current term, any automatic or other renewal process, the notice deadline, the permitted notice method and the person authorised to act.
Check whether discussion, formal notice and a signed variation carry different requirements. Resolve uncertainty promptly; do not infer a cancellation right from a calendar reminder.
Set an internal decision date before any contractual deadline. Allow time to request missing records, confirm the next-period commitment and obtain approval. Assign someone to send and retain proof of any required notice.
Key Dates in Sponsorship Renewal Process
- Review agreement and amendments
- Before renewal deadline
- Identify notice deadline and method
- As per contract terms
- Send formal notice (if required)
- By authorised method and date
Request a bounded review pack
Compare each material deliverable with the current agreed schedule and accepted changes. Record what ran, what changed and what still lacks evidence.
A programme copy can confirm a credit appeared in that edition; it cannot count how many people noticed it. Leave an item awaiting evidence open rather than calling it delivered.
Bring together the sponsor's actual use of the rights, the work they required and observations relevant to the original purpose. Separate a missed property placement from an available right the sponsor chose not to use. Report enquiries as observed responses, not sales caused by the sponsorship.
| Review item | Question before the decision date |
|---|---|
| Contract and notice | What happens under the agreement if no action is taken, and who can act? |
| Delivery | Which essential benefits ran, changed or lack evidence? |
| Sponsor use | Which rights were used, blocked or left unused? |
| Cost and capacity | What will the next period require in fees, production and staff time? |
| Purpose | Does the proposed next period still serve the aim? |
Pre-Renewal Review Checklist
- Confirm current term and renewal termsCheck signed agreement and amendments
- Verify delivery of material benefitsCompare against agreed schedule
- Assess sponsor use of rightsDocument used, blocked or unused rights
- Estimate next-period costs and capacityInclude fees, production and staff time
- Evaluate alignment with original purposeEnsure ongoing strategic fit
Sponsorship Deliverables: What’s Delivered vs. What’s Missing
- Partially delivered
- Social media posts ran but analytics not provided
- Not delivered (no evidence)
- In-person event participation – no attendance records
- Unused right (sponsored choice)
- Logo placement on website banner – sponsor declined
Act despite evidence gaps
Send the property a precise request for missing items with a response date. If a report will arrive too late, state what the available evidence supports and what remains unknown. A conditional proposal or shorter term may be worth discussing, but neither changes the current agreement until accepted.
Compare the proposed next schedule with the current one. The programme, spaces, audience evidence or approval contacts may have changed even if the package name has not. Ask whether the property can still deliver the essential rights.
Finish with an authorised action: renew on specified terms, propose a change, give notice as required, or seek advice if the contract position remains uncertain. Record the decision date, material missing evidence and proof of any communication sent by the required method.
Action Steps for Sponsorship Renewal Decision
- Request missing evidence with a deadlineSend formal request via email or registered post
- Document what is known and unknownReport available evidence and gaps clearly
- Propose conditional renewal or shorter termSubject to evidence submission or revised scope
- Finalise authorised actionRenew, vary, terminate or seek legal advice
- Record decision and communication proofKeep copies of all notices and approvals
