MASTERCLASS: Commercialising Content



Learn how to derive sponsorship revenue from intellectual property assets, earning the fundamentals of Sponsorship vs Traditional Paid Media, how to package and price an asset, how to go out and sell it, craft a partnership contract, deliver it for a sponsor and measure its effect for the sponsor. This masterclass will teach participants the full journey from creating a piece of sellable IP to post mortem.

  1. Marketing 101, including NTM
  2. NTM vs Modern Comms
  3. Sales Preparation
  4. Sales Process
  5. Measurement
  6. Activation
  7. Storytelling
  8. Delivery of your Branded Content + Sponsor Management


Learning Outcomes

Learn the full art of non-traditional Media - Sales Planning, Selling, Creative Commercialisation, Media Valuation, Client Servicing, Legal & Negotiation.


Who Should Attend

Entry Level to Seasoned Media Practitioners and Content Owners


(Duration) Date

(3 Days) -

Registration Closing Date: -



9:30am to 5:30pm


Fees (Inclusive of 7% GST)

Application Fee: S$53.50 -Waived-

Full Course Fee*: S$3,424.00

*This course is supported for up to 90% subsidy under the IMDA Talent Assistance Specialised Training Grant (T-Assist). Terms and conditions apply. For more information, click here


Trainer Profiles

Ben Heyhoe Flint is the founder of ASN (Asia Sponsorship News), the leading commercial intelligence service for the Content & Sponsorship industry in Asia which he co-founded in 2007. He is recognised as a highly experienced practitioner and commentator in Asia’s Content industry after 15 years leading specialist teams at OMG (Fuse), Ogilvy & Mather and Nielsen (Repucom). He also judged the Branded Entertainment categories at Cannes Lions and Spikes in the first year they created the ‘Brent’ jury.

Manbir Chyle Lalwani is a Sponsorship Trainer & mentor and has conducted training sessions for various private and government entitiies. She is an Adjunct Lecturer at both Kaplan Singapore and PSB Academy. Her teaching experience resides in the areas of Advertising, Public Relations, Media Relations, Marketing Communications, Events & Sponsorship.



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