In Print.

I have spent my career working both sides of the sponsorship equation. I have been a buyer, a seller, a builder, and an adviser. This is written for the seller from the buyer’s perspective. This is my best stab at taking all the things I’ve learned from working with sponsors and packaging them in a way that helps sellers do their jobs more effectively.

– Excerpt from What Sponsors Want

What Sponsors Want

This book is a practical but conceptually grounded view of the future of sponsorship. Harrison bases his book on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and ‘money can’t buy experiences’ – experiences which are miraculously secured with money. He asks questions like: “Do any corporate sponsors really believe that more logos are what their consumers want?” and, “do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?” In a culmination of real-life experiences, industry learnings and third-party professional research, Harrison provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining his conceptual model for successful sponsorship, Harrison provides five key principles of what sponsors want for you to take on your next sponsorship challenge.


“The sponsorship industry is filled with creative minds, well known brands and colourful personalities. This book is superbly written and covers every facet with an in-depth educational approach that benefits both the novice employee and the grisly veteran. Mark Harrison has written possibly the best sponsorship book and one that will continue to teach, inspire and guide for many years to come. It’s part guidebook, part ops manual and 100% inspirational. It is a must have for anyone that works in the sponsorship industry.”

Brandon Tosti, Manager, Corporate Partnerships & Activation – City of Denver

“With 20 years in experiential marketing, Mark Harrison is a sponsorship hall of famer. The common threads in Mark’s businesses are unmatched client service, brilliant creative applications, and a laser focus on execution. This book thoughtfully reveals the important perspectives and motivations for both sponsors and properties, and their supporting agencies, partners, and stakeholders. The book is written with the industry’s voice, and includes important planning and valuation tools. With experiential marketing ready to take off in 2021, this is an important book.”

Jeff Corcoran, Founder of Kinwood, former Marketing Executive, Ontario Lottery & Gaming