The silence of non-renewal

(Image Credits: Prnewswire) Renewing a sponsorship should be easier than signing for the first time. But that's not always the case. Some factors depend on us, and others are beyond our control. The market suggests that 40%-60% of sports sponsorships are not renewed. Renewing is selling a new sponsorship, and much of that selling happens before sitting down to negotiate. I had the opportunity to participate in sponsorship renewals with brands li…