FAQs

2020 course underway

Who is the ESA Arts Sponsorship Certificate aimed at?

The ESA Arts Sponsorship Certificate is aimed at those who are either currently employed in the arts or culture industry in a marketing or fundraising capacity (sponsorship, PR, fund-raising or some form of commercial management) or those who aspire to work in the sector. The course is deliberately designed to accommodate the needs of all career levels, including post-graduates who have no experience, and who wish to develop knowledge about sponsorship within arts and culture.

I am furloughed. Am I allowed to take part in the ESA Arts Sponsorship Certificate?

Yes – UK Government guidance encourages furloughed employees to undertake training. The ESA Arts Sponsorship Certificate is a great way to develop your sponsorship skills while on furlough, and will allow you to return to your role with an enhanced level of knowledge.

How heavy is the workload?

The Certificate is designed in the knowledge that the majority of candidates will be in full-time employment; care is taken to ensure that the workload will not jeopardise any ongoing work commitments. However, this is a learning experience that is fully immersive and time will need to be made available and planned outside work commitments for study. We advise that a strong desire to learn and acquire knowledge in order to facilitate career development should be the primary motivation behind choosing this course. We estimate that 4-6 hours per week should be set aside to undertake the studying required to achieve the Certificate.

How is the course structured?

The course is three months long (January to April) plus an extra month to complete the course project – the Set Brief – (May). The study notes consist of three modules and, at the end of each, there are two Assignment questions (800 words max each), which are marked as part of the overall assessment process and all six must be handed in by the end of April. The Set Brief is launched at the beginning of the course and must be completed by the end of May (5 pages of A4 max). Seminar films are released monthly to reinforce learning and these videos include presentations from eminent figures in the industry.

What will I gain from doing the ESA Arts Sponsorship Certificate?

Likely outcomes from the Certificate course include increased knowledge of:
– How sponsorship works and its role within fundraising and income generation
– How the arts and culture sector is structured
– Current commercial trends within the industry
– Arts funding and the role of private sector funding
– The motivations and roles played by all of the stakeholders in the sponsorship process
– The key elements involved in securing, negotiating and implementing successful sponsorship relationships
– The likely marketing disciplines that will be employed to activate the sponsorship (including social media, digital, CSR and PR)
– Best practice tips to enhance the chances of securing long term and mutually beneficial relationships with sponsors

The course is divided into 3 modules and contains many case studies to help reinforce learning.

Those employers that put staff on the Certificate course should see an increased level of knowledge and confidence which can be immediately applied to developing more effective commercial strategies and the management of more successful commercial relationships.

How is the course assessed?

Students have access to detailed and in-depth study notes containing three modules that are made available via our distance learning portal. Understanding of the materials is assessed in two ways:
– One assignment per module must be completed (three in total)
– A project handed out at the start of the course in September must be completed by the end of January

All of the work submitted will be assessed by an experienced team of markers and all of those students who achieve at least 50% will pass. The grade structure is:

Is the Certificate an accredited qualification?

Although not a qualification of degree level, the Certificate is acknowledged by the sponsorship industry and by the arts industry via the Arts Fundraising and Philanthropy Programme.

Who are the tutors?

Peter Raymond – Course Director
With over 30 years’ experience at the highest level in marketing, and more specifically in sponsorship, Peter has accumulated a plethora of relevant commercial experience. He spent 8 years as Head of Sponsorship at Orange where he masterminded its arts and culture portfolio including the Orange Prize for Fiction, The Orange BAFTA’s, many music festival associations as well as being the creator and instigator of Orange Wednesdays. He also has a depth of experience in sport including many partnerships in football, cricket, athletics, rugby union, rugby league and Formula One. In 2011 he founded and created the ESA Diploma and has been Course Director since its inception.

Chris Bestley – Course Consultant
Chris Bestley spent 20 years working for marketing services agencies (latterly as MD of TA&A) on major accounts such as Pedigree Petfoods, Pizza Hut, Sainsbury’s, British Meat, Renault, RHM Foods and Smirnoff.

Over the last ten years Chris has become a specialist in online learning and has been solely responsible for the extremely highly regarded Diploma in Promotional Marketing. His experience has contributed greatly to the success of the ESA Diploma which he founded together with Peter and fulfils the position of Managing Partner.

Who runs the course?

The course is run by the European Sponsorship Association (ESA), a membership trade body dedicated to raising standards within the sponsorship industry. ESA has developed the course in partnership with social enterprise Cause4 via the Arts Council England-funded Arts Fundraising and Philanthropy Programme.

If you’re interested in finding out more about ESA or becoming a member, please see the membership section of our website. Alternatively, email ESA office or telephone +44 (0)20 8390 3311.

Production shot from Punchdrunk’s major show The Drowned Man: A Hollywood Fable (2013-14).  Photo by Brinkhoff/Mogenburg.