Continued education may seem like a big investment but studies show that the effort pays off.
In a rapidly changing business environment defined by technological disruption, global competition, and increasing demands for sustainability and social responsibility, executive education has evolved from a discretionary perk into a strategic imperative. Organisations that systematically invest in leadership development for both senior members and staff and upcoming talent gain the agility, resilience, and foresight needed to thrive amid uncertainty.
According to McKinsey & Company, companies that invest strategically in leadership development are 2.4 times more likely to outperform their peers in total shareholder return. In the world of sports for example, this same thinking helps sponsorship leaders turn partnerships into powerful platforms for growth. For instance, Adidas’ collaboration with major clubs goes beyond brand visibility; it’s about aligning purpose and performance, something learned and refined through ongoing executive learning.
The World Economic Forum’s “Future of Jobs Report 2023” found that nearly half of workers’ skills will change within five years. For executives in sponsorship and partnership marketing, this means keeping up with digital tools, fan behavior analytics, and global cultural shifts. Continuous learning isn’t optional, it’s survival.
Paul Poole, Founder, Managing Director and Chairman of Paul Poole (South East Asia) Co., Ltd., says: “Think of it a bit like sports. The most successful teams don’t stop training once they’ve won a championship. They analyse their performance, study new tactics and keep developing their players. The same logic applies to business leaders. Without continuous development, even the most talented executives can plateau or, worse, fall behind.”
To meet this continued need for executive education, The Sponsorship Experts offer a variety of training workshops. The annual Sponsorship Part One and Sponsorship Part Two provide property rights holders and brands, respectively, with the tools necessary to employ effective sponsorship marketing campaigns that align with broader marketing goals.
For those not able to attend the annual workshops, or those with a specific sponsorship challenge, The Sponsorship Experts also offer bespoke training workshops suited to each client’s needs. These workshops rely on more than three decades’ worth of experience and have their foundation in the Room 101 Guide, specifically developed by Paul Poole (South East Asia) Co., Ltd. for the Sports Authority of Thailand and the Thai National Sports Associations.
In addition, our subsidiary, Asia Sponsorship News (ASN), offers their own in-depth training sessions for clients helping them navigate the resources in the Premium Tools section of the website, which contains the most comprehensive market intelligence for the sponsorship and content industry in Asia.
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
