Feature Article #1
The Sponsorship ROI Question and the London Olympics 2012
The London Olympics 2012 are only a few months away and the eyes of the world will be focused on the world’s best and their quest for medals and Olympic gold. With a global TV audience of over 4 billion, 8 million spectators, 10,000 athletes and more than 200 countries competing London 2012 is the [...]
SponsorMap | June 23rd, 2012 | Continued
Feature Article #2
Beyond awareness and recall: rethinking sponsorship measurement
Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking. Sponsorship accounted for $17.2 billion of [...]
SponsorMap | October 6th, 2011 | Continued
Feature Article #3
FMCG Brand Engagement – Sponsorship ROI
One of the key questions for sponsorship in general is how do you know the brand impact? What does it look like? In this case we will look at the case of a FMCG sponsor that wanted to gauge the extent of the impact of the sponsorship on core brand marketing metrics. Some of the [...]
SponsorMap | June 3rd, 2011 | Continued
Feature Article #4
SponsorMap as a Add-on for a Brand Tracker
Many existing sponsors already have brand tracking studies that they run on a continuous basis to monitor brand health and business performance. A brand tracking study is based on an on-going quantitative survey where a target market segment is surveyed with key information obtained on consumer behaviour. Such surveys are conducted on-line, face-to-face or by [...]
SponsorMap | June 2nd, 2010 | Continued
Feature Article #5
Case Studies for Measuring Sponsorship ROI
SponsorMap provides a methodology to measure sponsorship effectiveness for both sponsors and properties. The attached document provides an overview of SponsorMap and its application for three case studies. Importantly, SponsorMap is applied for to provide meaningful measurements of deliverables from a sponsorship. Some Sponsorship ROI Case Studies View more presentations from SponsorMap.
SponsorMap | March 30th, 2010 | Continued
Feature Article #6
Measuring the Value of an Arts Sponsorship
Sponsorship of the arts can be a valuable way for companies to engage with the public today but its value to potential sponsors is not well understood in terms of measurement. Whilst arts sponsorship is often the poor cousin to sports sponsorship in terms of dollars, it has unique features which are very attractive and [...]
SponsorMap | August 31st, 2009 | Continued
Feature Article #7
Introduction to Sponsorship Research
A few months ago we posted a presentation on sponsorship research at Slideshare.net. The presentation has had quite a few downloads and it is designed to provide an overview of sponsorship research methods and key considerations for those looking at the research approaches and considerations. Perhaps the most important thing to remember here is that [...]
SponsorMap | August 16th, 2009 | Continued
Feature Article #8
Evaluating Sponsorship Performance – Some Recent Findings from SponsorMap
The question often asked about sports marketing and sponsorship itself is how effective is it? It is a fairly straightforward question and it really is a something that is a key issue any CEO, Marketing Director, Finance Director would be expected to question. Answering this question does generally require market research as a key component [...]
SponsorMap | May 29th, 2009 | Continued
About SponsorMap
SponsorMap is a research tool providing significantly improved measurement of sponsorship effectiveness. It is has been used in more than 40 countries across the globe to assess the impact of sponsorship. Unlike other approaches, it is based on consumer input and the theory of sponsorship, as opposed to old school methods of counting logos or [...]
