In this episode I talk to Sheila Farragher-Gemma about how to reverse engineer a sponsorship. Sheila works with event owners and their teams to find and manage strategic partners and sponsors, streamline their business and improve their bottom line. She has a knack for finding untapped revenue streams and additional ways to leverage assets through Innovation and Joint Ventures and Events. Her role as an industry expert has been highlighted by her appearances on CBS Nightly News, FOX 25, New England Cable News, WGBH TV, and WBUR radio.