The Australian Football League, National Rugby League and the Australian Rugby Union have all signed deals with S-Comm as their independent supplier of TV and print sponsorship analysis.
All three will use the firm’s Spindex evaluation tool.
Spindex provides two key measures – a monetary value for sponsorship activity independent of advertising rates, and a Spindex Rating Point, SRP, which is a measure of the effectiveness of exposure.
Said Lynne Anderson, a founding director of S-Comm Australia: “We are seeing the call for accountability across all parts of a business’s operations, with boards and shareholders demanding proof of the returns on their investment. Sponsorship, as with all other marketing methods, must be able to demonstrate both an understanding of the partner’s needs from sponsorship as well as the capacity to deliver on these objectives. By appointing an independent company to analyse and report on the sponsorship performance of their major partners, the AFL, NRL and ARU have signalled their intention to raise the bar for sponsorship.”
