2.  Ultimate goal is gain the sponsorship contract!  Build Trust with the sponsor  Make sure both parties are “winners”

3.  Do your homework Know your alternatives or BATNA (best alternative to a negotiated agreement) in case the deal does not happen. Know your counterpart Know the Standards  Double and Triple Think-anticipate what the other party wants (double) and anticipate what the other party thinks you want (triple).

4.  External listening-actually listen to the other party.  Make an aggressive first offer. › Present multiple, equivalent, simultaneous offers. › But NO more than 3 offers at once!

5.  Move beyond “positions” › Not be intimidated or intimidating › Own you Power-”position power” never assume because someone has titled position that he/she is the “all power”

6.  Always know the BATNA, in case you aren’t successful.  Trademarks  Merchandising  Company status  Terms of contracts  Past sponsorships

7.  Fee and Payment Schedules  Exclusivity  Lead time  Reach  Brand Positioning  On-site sales  Signage  Product Placement  Ticket Discounts or Premium Tickets  Etc.