2019 ESA Diploma Graduate feedback:
Steve Elworthy, Managing Director – ICC CRICKET WORLD CUP
(2019 ESA Diploma graduation guest of honour)
The ESA Diploma is unique, which is absolutely fantastic and it can only raise the standards of the industry. I learnt through marketing and then being a sponsorship manager you’ve got to figure out the ecosystem – learning about all the different rights and what sponsorship means. Having a diploma in sponsorship is fantastic because it’ll fast-track the students in the industry – their understanding of the industry will just be at a different level and they won’t have to learn on the job, and that is one of the key successes.
At the inaugural World T20 tournament in 2007, when you think about what those sponsorship agreements looked like in comparison to sponsorship now, the space has gone through an incredible evolution, the pace of acceleration is so rapid. The industry needs to understand where the market is going and the ESA Diploma equips its students to do that.
Edward Barnard, professional cricketer – WORCESTERSHIRE COUNTY CRICKET CLUB
I absolutely loved the ESA Diploma. The amount of work was perfect, it struck the balance of being really engaging but also manageable during the cricket season. The quality of work was tough at times but [Course Director] Peter Raymond was brilliant and was always free for a chat.
The quality of people on the course and all their diverse backgrounds has opened my eyes to the full potential of sponsorship and marketing and broadened my knowledge so much. The course is held in such high esteem and that will open up opportunities for me in the future.
Harry Eckersley – CSM
I couldn’t recommend this course highly enough. It was a challenge but being taught by someone with such an amazing passion about the discipline of sponsorship is amazing. I’m just starting out my career in sponsorship so it was an amazing learning curve and has equipped me with the skills I need to move forward. Within CSM it’s already opened up some conversations, so as a qualification it’s obviously well thought-of within the business and the industry.
Sharon Fuller – PWC
I thoroughly enjoyed the ESA Diploma. The course was challenging but that’s good because it means you’re learning continuously and putting those learnings into action throughout the course. I was lucky enough to be promoted within PwC recently and I have the diploma to thank for that – my experiences with the course got me across the line. I found the content extremely good – as someone from the brand-side of the industry it was really interesting to get new perspectives and I found the course gave me a really broad knowledge of the whole industry.
Naivasha Oakes – ARSENAL FOOTBALL CLUB
The ESA Diploma is a diverse course that allows you to build a comprehensive understanding and knowledge of the wider sponsorship landscape, beyond your specific disciplines or sports. The ESA team are incredibly supportive throughout the course and the opportunity it gives you to meet a wide range of people within the industry is fantastic.
2018 ESA Diploma Graduate feedback:
“The ESA Diploma has greatly enhanced my confidence to create sponsorship packages which I know are going to provide real value to our clients, and will change the nature of the sponsorship that we sell.”
“My involvement in this course certainly contributed towards me stepping into a more senior role at work. The course has allowed me to take everything I have learnt and practically apply it to the day-to-day decisions and challenges I face. I’ve enjoyed connecting with like-minded individuals who have a passion to excel in this arena.”
“The course provides an essential skill set to anyone looking to work in sponsorship. I’ve learned a broad range of knowledge regarding the industry and its functions. It was hugely enjoyable and insightful, and has given me the knowledge to allow me to better undertake my job.”
“The course provides an excellent overview and subsequent interrogation of the sponsorship industry that has provided me with a key set of tools and understanding to take into a new role. It has also provided me with some insight into the types of roles available within the sponsorship industry.”
“…the Diploma has just been great fun – and has re-invigorated my desire to progress in the industry. I really enjoyed the assignments, the seminars were brilliant with some fantastic speakers, and the after seminar drinks were great for networking. Overall, I’d highly recommend the Diploma to anyone working in sponsorship!”
“Well organised and the course covered a breadth of topics that are all relevant to the industry. Some great speakers too.”
“It was great to gain a deeper understanding from professionals that have been in the business far longer than I had been and learn from their experiences/journey.”
“I think consciously and subconsciously my industry knowledge has been furthered and I feel a lot more confident talking about subject matters outside of my day to day activities.”
“Very happy, helpful how easy it was to access resources online for distance learning.”
“I have really enjoyed doing the course. I have learned a lot and meeting people from different rights holders and agencies has been an added bonus. I feel I now have the background knowledge to sponsorship which I was lacking – and I’m now more confident in my role at work.”
“I thoroughly enjoyed the entire diploma. It was extremely informative, especially for an individual with limited experience within this space. It provided me with opportunities to understand a deeper look into the world of sponsorship, covering an array of areas which I may not have considered. I feel i’m now more equipped within my own role at work and have more wider breadth of knowledge to enhance my work performance. It was also a great opportunity to increase my network within the sponsorship sector.”
“A truly wonderful course that has really blown right open to me, the wide ranging world of sponsorship. It has provided me with an increased level of confidence to talk about the industry with clients and other stakeholders.”
“Exactly what I was looking for as a broad overview of the sponsorship industry. Not only have I increased knowledge, but I have gained more confidence now that I have a wider understanding on the role of different stakeholders in partnerships.”
“It has helped develop my external knowledge of the whole sponsorship landscape from start to finish. It has helped me understand the wider picture and helped me immensely when talking to clients and helping strategically advise.”
“I found the course extremely engaging. Peter is so passionate about the Diploma and that runs through the course and is frankly infectious. I would absolutely recommend it to others in my company! I felt like I learnt a great deal and have already been putting my learnings into practice within my day job!”
“I loved studying the ESA diploma. I feel much more knowledgeable about sponsorship and feel it has already propelled my career, even just in my confidence. I understand more, and feel much more capable to take the brand’s sponsorship campaign to the next level. I also feel that my employers have more confidence in me too.”
2017 Diploma Graduate Testimonials
Presented with their certificates at the 2017 ESA Diploma graduation ceremony, held at BAFTA (the British Academy of Film and Television Arts) in London, we asked a couple of graduates for a few words.
The ESA Diploma gives the opportunity to dive into sponsorship in other markets, gaining a different perspective from sponsorship you are not immersed in. Gaining an insight from a different angle developed my sponsorship knowledge in a way completely different from that of working in the industry. Patrick Carberry
I began the ESA diploma at the same time as I began my career in sponsorship. The timing was excellent, as this diploma provided a wealth of information and really helped me gain knowledge and confidence quickly for my new role. Although I am not from London, I found it very important to attend the seminars and to take the time to talk with my classmates, as well as the presenters and gain perspective from the agency, sponsor and rights holder sides of the industry. This has given me a much broader frame of reference for my job and how I approach sponsorship now.
The graduation marks a big milestone in my career as it puts in perspective how much I have learned in the last 9 months. I will miss the monthly seminars, the chats on Slack, and the support I have found during this diploma.
Thank you ESA for an unforgettable experience. Giuseppe Randazzo
Feedback from 2017 Diploma Students
Challenging, comprehensive, thoroughly enjoyable. Crucial for future career development.
Having done the ESA Diploma I now feel SO much better equipped to do my job and feel like I am working at a completely different skill level. Cannot recommend it enough to anyone working in sponsorship.
Fantastic course and invaluable to get the perspective from both brands, rights-holders and agencies. The course has given me a great overall insight into the world of sponsorship and I know I will refer back to my notes regularly in the future.
Very relevant to the role I am currently in and gave me a great reason to research what other brands are doing internationally outside of sport too.
An enjoyable learning experience, especially applying learnings to my current role within sports sponsorship, and also understanding the world of sponsorship beyond sport. It has given me confidence to approach client and stakeholder conversations with more authority and demonstrate my expertise within the industry.The seminar guests were really knowledgeable, interesting & engaging and I liked the structure where each seminar covered a different topic. I feel I learned the most from the hands on practical seminar on research & evaluation. It was really useful to get feedback from someone in the industry on our approach to a task.
It was great to meet other people in the industry and I found the seminars to be absolutely fantastic – the best part of the course and where I learnt the most.Coming from agency-side, it was particularly useful to learn the viewpoints, approaches and processes from the point of view of rights holders…
Each time I came out of a seminar I felt inspired, and wanted to put what I had learnt straight into action. It has given me the confidence to lead conversations about sponsorship within my workplace and with clients.This course has provided a comprehensive and thorough grounding in sponsorship from the perspectives of rights holders, sponsors and agents. It is ideal for those wishing to access the industry, progress within it or for those in organisations without a strong history of sponsorship.
…the ESA Diploma is something that all people aspiring to a career in sport sponsorship need to do. It covers all aspects of sponsorship and marketing very well and has given me the knowledge to further my own career and add value to sponsorships for our clients.
These excellent results reinforce our unshakeable belief that the future of the industry is in good hands and that anyone who passes the ESA Diploma has taken a stepping stone to a more fruitful and successful career.” Peter Raymond, ESA Diploma Course Director
2016 Diploma Graduate Testimonials
We managed to chat to a few of our graduates at the 2016 ESA Diploma graduation ceremony, held at BAFTA (the British Academy of Film and Television Arts) in London.
Having entered the sponsorship world through an insight and strategy team, I tended to evaluate only one aspect of a partnership, either evaluating assets prior to a deal or calculating the ROI at the end of a campaign. One of the great things about the diploma is being able to see the bigger picture, realising how all the different facets (PR, experiential etc.) collaborate with each other. Secondly, while the course notes were incredibly detailed, the opportunity to share, discuss and debate the sponsorship controversies and scandals hitting the headlines with a room full agencies, rights holders or brands, was priceless given the variety of perspectives. To those thinking about enrolling for the course I would say definitely do it. If you go in with an open mind you learn so much more than you expect, and the guest presenters share genuinely inspiring experiences and stories! (Natasha Cabral)
I don’t currently work within the sponsorship industry but it’s something that I’m truly passionate about.
So being able to translate that outside passion into something more tangible, and into something that I can use in my career, is an incredibly positive thing. I’ve learnt about the latest trends that are taking place within the industry, and this means that I can take this knowledge back into my workplace and bring the rest of the team up to speed with what’s happening. Being a part of this year’s cohort has been incredible. Meeting people from various walks of life, who all have a knowledge and an interest in sponsorship, has allowed me to really delve deep into the theory of sponsorship. It’s been an amazing experience. (Charlie Dewhurst)
I learnt a lot about research. It’s something that’s often forgotten in campaigns. Many people devote a lot of energy to planning campaigns, and a lot of energy to activate them, but there’s a whole research area where there’s some really interesting stuff going on that people are neglecting. The diploma gets you thinking about how it all ties back into the business and brand goals. It teaches you how to look at the bigger picture. Having people in the room that you can learn from, leading industry figures, is also really valuable. These people are on the front line and have done it before on some of the biggest campaigns, so being able to pick their brains of the knowledge they have is invaluable. Finally, listen to Peter! If you stick to your quota and do two essays a month you’ll be fine. But don’t underestimate the workload. The deadlines are there for a reason. Make a study plan, stick to it and you’ll be more than fine. (Florian Kogler)
I’ve really enjoyed learning about the theory of sponsorship. I have some practical knowledge through my career to date, but I’m now able to apply my knowledge in a much more meaningful way than I’ve ever done before. The diploma teaches you to examine and understand what the sponsors and rights-holders are looking to gain from a partnership. You’re then able to cultivate a rights package and wider structure in the most effective way. There’s no denying that the ESA Diploma is tough! But then the most worthwhile things in life usually are. Stick with it because, when you graduate, you fully realise that it was totally worth all the hard work you put into it. (Luke Roberts)
Feedback from 2015 Diploma students
“Positive experience, a good overview of all key elements in the industry, high quality presenters, very well organised and run course”.
“Great for networking with like-minded professionals. The course content has boosted my confidence and credibility (internally and externally)”.
“A real career changer – impressively delivered”.
“360 understanding of sponsorship and not just from an agency’s perspective”.
“Fantastic course, I feel very lucky to have allowed by my company to participate. Partly as a result of my learnings on the course, I was promoted to manager level!”
“Wide breadth of topics which gives a good foundation to sponsorship”.
“I found the whole experience very useful, very demanding yet extremely beneficial to my learning and career”.
“Learnt a lot, seminars added value as the majority of presenters were excellent. Feel more confident in the industry now. Great to have so many examples to hand”.
A distance learning graduate describes their experience:
“I completed the ESA Diploma as a distance learning student and believe the course is designed exceptionally well for distance learning. Sure, I would have enjoyed attending the seminar and networking with classmates, but students abroad were able to extract significant value from the seminars. The study notes are useful resources that I can reference in the future. Peter’s routine correspondence was helpful to keep us all on track, and his flexibility in skyping with someone in a different time zone was very much appreciated. The course was very rigorous and the word count demanded the student take a very organised approach to writing. Taking the same organised “bottom line up-front” approach to work will surely benefit students in their professional careers. I couldn’t be more pleased with the experience and, because the course was challenging, I’m very proud to have completed it”.
2014 Graduate testimonials
“The Diploma has given me much more confidence in understanding key issues surrounding the industry”
“The course it exceeded my expectations and I found it most enjoyable and invaluable”
“it was brilliant at combining the perfect storm of theoretical knowledge and innovative thinking”
“I now feel very well equipped to use my newly acquired knowledge to best effect”
“A fantastic experience, exactly what I wanted and great for my career”
“Inspirational speakers and a great level of discussion”
“A great experience if not a touch stressful to make the deadlines”
Photograph by Red Photographic
2013 Graduate Testimonials
“It was an absolutely fantastic experience to learn from the best in the business. In the space of seven months, I gained a wealth of knowledge and contacts that would have probably taken 3-5 years if I hadn’t joined the course…cannot recommend highly enough”
“As someone fairly new to sponsorship, it’s made me much more confident in my day job. I think my boss is worried I now know more than he does”
“I really enjoyed hearing from the leaders in the field of sponsorship during the seminars. It gave me a great insight into the industry and has strengthened my desire to be involved and successful within it”
“The course has genuinely enhanced my interest in the sponsorship industry. The additional reading into industry news and case studies has developed good habits and I am approaching new sponsorship acquisitions with confidence and insight”
“The course was well structured, the seminars were engaging and I would recommend it to anyone working in the industry”
“Case studies were the best aspect as these have come in really useful in the workplace and understanding how to be innovative”
“Undertaking the ESA Diploma has been a fantastic learning and development experience that has provided me with an up-to-date, in-depth knowledge of the industry and wider disciplines, a great range of contacts and credible career development prospects, all of which I am putting to good use on a regular basis. Thank you ESA and I look forward to putting back into the industry what I have been fortunate enough to take out so far”
2012 Graduate Testimonials
“Thoroughly enjoyable – a constant reminder of why I chose to work in this industry and a shot in the arm for industry best practice…..Highly recommended”
“ The course made me excited about my career in sponsorship and has certainly improved my broader understanding of the industry”
“ The course was really useful and although I’ve been working in sponsorship for four years, it has made me think more widely on many subjects”
“ Overall the course was fantastic – the content was really interesting and relevant. It has helped to grow my knowledge of sponsorship further and given me confidence in my ability. As a result I feel I can progress to great heights”
“ I thoroughly enjoyed the whole experience and found the content extremely valuable and beneficial”
“ The course notes will act as a great source of reference in future. Also the speakers at the seminars were fantastic and relevant to the course work”
“ A very worthwhile course and very enjoyable”
“ The Diploma has opened my eyes and given me a greater understanding of many aspects of the business in which I work that I have not previously been exposed to”
“ It was an excellent course, very well run, lecturers were very interesting people at the top of their game and the course was sensitively managed”
“ I thought the course notes were very comprehensive and provided a lot of background information that perhaps normally goes unexplained or unsaid”
“ Finally a professional vocational qualification for the sponsorship industry”
How our first year (2012) students rated the new Diploma:
93.1% of students rated the Diploma as 7 out of 10 or higher in terms of ‘overall effectiveness in meeting your educational needs’
93.2% of students rated the Diploma as 7 out of 10 or higher in terms of the usefulness and relevance of the course content to their educational needs
75.8% of students rated the Diploma as 7 out of 10 or higher in terms of the likelihood of it having improved career prospects
69.2% of students rated the Diploma as 7 out of 10 or higher in terms of satisfaction with the online resource in terms of design, ease of use and accessibility
89.7% of students rated the Diploma as 8 out of 10 or higher in terms of satisfaction with the management of the course
72.4% of students rated the Diploma as 8 out of 10 or higher in terms of their overall satisfaction with the course