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Feature Article #1

Sponsorship Snapshot : Comparative Analysis of Sponsorship Properties

One of the key requirements for sponsors is to gauge the relative value of properties within their sponsorship portfolio. One of the useful techniques for this is comparative analysis. In this example, we have a major sponsor that is investing heavily into two different sports. Hypothetically, investing $5 million in each sport sponsorship. One of […]

| September 16th, 2013 | Continued

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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 […]

| October 6th, 2011 | Continued

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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 […]

| June 3rd, 2011 | Continued

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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 […]

| June 2nd, 2010 | Continued

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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.

| March 30th, 2010 | Continued

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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 […]

| August 31st, 2009 | Continued

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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 […]

| August 16th, 2009 | Continued

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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 […]

| 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 […]

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Other Recent Articles

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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 […]

23Jun2012 | | 3 comments | Continued
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Case Study on Measuring Sponsorship ROI in the Automotive Category

Measuring Sponsorship ROI in the Automotive Industry View more presentations from Nicholas Cameron

5Mar2011 | | 0 comments | Continued
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Measuring Sponsorship ROI in the Automotive Industry – Webinar

The automotive industry are significant investors in sponsorship in most countries and certainly at global events. This webinar has a specific focus on understanding the needs of the automotive business in relation to measurement of sponsorship ROI. The webinar will provide a case study on measurement approaches. – Setting measurable objectives – Case study for […]

17Dec2010 | | 0 comments | Continued
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Sponsors Need to Step Forward and Take Ownership of the Sponsorship ROI Issue

The issue of measuring sponsorship return on investment has plagued the sponsorship industry for more than two decades. There has been a perception that sponsorship is difficult to measure and that the methodology has been the issue. Often, it has been claimed that research providers are not delivering the type of metrics needed to justify […]

4Oct2010 | | 0 comments | Continued
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Measuring Sponsorship ROI in Europe – Free Webinar

Following repeated requests for more case studies on measuring sponsorship ROI, we have scheduled a webinar with a European focus on sponsorship measurement and ROI. The focus of this webinar content is on various properties types that sponsors may utilize in their sponsor portfolio. Sponsorship ROI is very measurable and the best way to demonstrate […]

22Aug2010 | | 0 comments | Continued
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‘How to more Effectively Measure Sponsorship ROI – Webinar for Sports Marketing and Sponsorship Agencies

Key areas covered include: – Structuring ROI into the overall sponsorship framework – Setting Realistic and Measurable ROI Objectives – Measuring Sponsorship ROI and working with sponsors – Sample Outputs and success stories There will be a limited number of places available . The length of time for the webinar is expected to be 30 […]

5Feb2010 | | 0 comments | Continued
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The Tiger Woods Scandal – Lessons in Sponsorship ROI

In the world of professional golf, the major player of the decade has been Tiger Woods. He has captured the passions of millions of people with his golfing success and contribution to the community over the years. He has enabled many brands to communicate more effectively by being a powerful brand spokesperson and contributed to […]

24Jan2010 | | 2 comments | Continued
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SponsorMap Launches Experiential Marketing Measurement Tool

A new tool to evaluate the impact of experiential marketing has been launched this week as part of the SponsorMap range of evaluation tools. SponsorMap Experiential is designed specifically to measure the impact of brand owned experiential marketing events. Still an emerging concept, experiential marketing involves a target audience member in an event experience related […]

13Oct2009 | | 0 comments | Continued
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The Sponsorship ROI Debate

Sponsorship measurement is in a state of rapid change at the moment. Sponsorship ROI is top-of-mind for a lot marketers, with sports marketing and sponsorship under a lot a pressure to demonstrate effectiveness. In September, at the Sports Business Journal Relay Worldwide Sports Sponsorship Symposium in the United States and the Marketing Week Sponsorship Summit […]

1Oct2009 | | 0 comments | Continued
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Research a Priority in Assessing Sponsorship

Marketing Week, a leading UK marketing magazine is reporting a trend towards much increased use of marketing research in sponsorship “Research is becoming an increasingly important tool to prove the value of sponsorship in an economic environment where investment is coming under greater scrutiny, according to sponsorship professionals. In a panel discussion about demonstrating sponsorship’s […]

25Sep2009 | | 0 comments | Continued
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