Articles
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 | Nicholas | 2 comments | Continued
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 | Nicholas | 0 comments | Continued
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 worth [...]
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 [...]
31Aug2009 | Nicholas | 0 comments | Continued
Sponsorship Research and ROI Webinars August
August sponsorship ROI webinars are in preparation as we are taking a break in July.
These are the dates for August’s Sponsorship ROI webinars.
As always, the webinar is free and is for those properties, sponsors and agencies seeking to learn more about sponsorship measurement. A presentation is conducted via the internet with a conference call and [...]
Sponsorship Ranks Highly on Trust with Today’s Consumers
There were some very interesting survey findings released recently by AC Nielsen in their Global Online Consumer Survey of more than 25,000 Internet consumers from 50 countries. What was highlighted was consumers have a very high level of ‘trust’ in sponsorship itself. A full 64 percent of consumers surveyed in April said they trust brand [...]
19Jul2009 | Nicholas | 0 comments | Continued
June Sponsorship ROI Webinars
These are the dates for June’s Sponsorship ROI webinar.
The webinar is free and is for those properties, sponsors and agencies seeking to learn more about sponsorship measurement. A presentation is conducted via the internet with a conference call and IM to allow for interaction from participants.
The main areas covered include:
The Business Case for Measuring Sponsorship
Understanding [...]
Man Utd – Signs New Sponsor Despite Tough Economic Environment
When Manchestor United’s troubled sponsor, AIG indicated in January this year that they were not going to renew their sponsorship in May 2010 there were quite a few comments in the broader media that sponsorship was in for a major decline. Very often, the loss of AIG by Man Utd was mentioned in conversation as ‘proof’ [...]
3Jun2009 | Nicholas | 0 comments | Continued
Sponsorship Research Rethink – Greater Focus on Survey Based Methods
In the past 12 months there has been quite a dramatic shift in the sponsorship landscape underway as there is real pressure applied to the key issue of sponsorship ROI. It has become quite clear that the ability to articulate sponsorship deliverables is ‘the key’ issue for sponsors and properties alike.
Marketing Directors and CEOs are [...]
17May2009 | Nicholas | 0 comments | Continued
May Webinar Dates – Measuring Sponsorship ROI
Following upon the success of last month’s Sponsorship Measurement webinars these are the dates for May.
The webinar is free and is for those properties, sponsors and agencies seeking to learn more about sponsorship measurement. A presentation is conducted via the internet with a conference call and IM to allow for interaction from participants.
The main areas [...]
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