David Fowler is a Chartered Marketer with more than 15 years’ experience in international sports marketing roles. He currently has the very tough job of being Head of Brand & Marketing Communication at FIFA.

His blog piece, ‘The A B C of next generation sponsorship’ can be read here.  I’m personally not sure it’s ‘next generation’, as this sort of advice has been given to rights holders for a good while, with the best ones having done it over the years. However it does have some useful pointers for rights holders looking to professionalise/modernise and those smaller ones looking to get an edge of the usual suspects.