Reviewing existing sponsorships to ensure that they are being leveraged in a manner that meets or exceeds a sponsors needs will be critical to providing long term financial stability to organisations during these challenging economic times.  Sponsorships that are not strategically designed will be difficult to justify for their investment and more than likely they will not get renewed!  Now is the time for organisations and individuals to take an even more creative and proactive approach in the delivery of successful outcomes for the organisation and the sponsor.