SportBusiness.com

The new reality for sponsorship will be dominated by one thing: value. 

Decisions to invest in sports marketing will have to be underpinned by sound commercial logic and shown to be the most efficient way of achieving marketing objectives.

In the current environment sponsorship measurement and evaluation is the new rules of the game.  The Sponsorship Measurement and Evaluation report provides the tools to compete.
Whether you are a rightsholder selling or renewing sponsors, a brand looking to justify sponsorship as part of your marketing mix or an agency, this is an essential resource for the new era.

No magic bullet

Traditionally sponsorship has sought to draw comparisons with other forms of advertising through media equivalence measures.  These miss the mark in two important ways: by failing to identify brand objectives and what sponsorship is delivers.

Sponsorship has the power to connect at a deep emotional level with consumers and change the way they feel about products.  It can shift the image of a brand and build associations that last a lifetime.
These benefits are more complex to evaluate but now the methodology to do so is set out in this clear and practical report.

Case study examples

The reason why a magic bullet way of measuring sponsorship isn’t possible is that every brand has different objectives. The Sponsorship Measurement and Evaluation report draws on at least 25 case examples from the widest range of sponsors to show what sponsorship has helped them achieve and how they have quantified it including:

Consumer brands – Timberland, Pringles, Robinsons, Marston’s and Carlsberg
Financial services companies – Visa, ING, Natwest and Nationwide
Automotive giants – Ford, Citroen, Land Rover and Volvo
International sports properties – Bundesliga, Manchester United, Velux 5 Oceans, Golf and NASCAR
Leading service brands – UPS, Xerox, FedEx, E.ON and Green Flag

Discover powerful lessons from the strategic way in which they have approached sponsorship and the importance they have placed on measurement. For these leading exponents, measurement and evaluation is about much more than calculating returns after sponsorship is over. Measurement helps brands:
 

• Make better strategic sponsorship decisions
• Invest in properties that will deliver against objectives
• Achieve sales, financial and non-financial targets
• Refine and improve activation mechanics to drive response
• Negotiate great rights acquisition fees and set activation budgets
• Deliver long-term brand equity and value
• For rightsholders too there are important benefits from sponsorship measurement and evaluation. Those who take measurement seriously can:
   
• Justify healthy rights fees
• Better understand and work with brand sponsors
• Expand the pool of brands who can use sponsorship effectively
• Successfully renew sponsorship partnerships
   
• Sports properties that can show they deliver for brands will continue to be successful at attracting sponsors.  Ensure you are one of them when you purchase the Sponsorship Measurement and Evaluation report today.