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In the video, Chris Bellis from the Sponsorship Collective argues that the traditional sponsorship proposal is obsolete and should no longer be used. He notes that brands have recognized this for about 20 years, while sponsorship seekers cling to outdated practices. Bellis emphasizes that effective sponsorship is not about creating extensive proposals filled with arbitrary tiers and logo placements. Instead, he critiques the current model where sponsorship packages are sent out to be ignored by brands, declaring this approach to be ineffective and outdated. He aims to shift the perspective on how sponsorship should be approached in modern contexts.