Understanding Sponsorship

Sponsorship is a dynamic three-way relationship. Sponsorship harnesses the emotional connection between a property and its audience and converts this emotional connection into a desired response for a sponsor.

Sponsorship succeeds through exploiting different cognitive processes than advertising does. Advertising communicates directly to the customer or target audience through what is essentially and interruption mode. Sponsorship communicates indirectly via a property in a passion mode, involving a complicated and subtle but measurable sequence of psychological associations.

Traditionally, it has been difficult to measure sponsorship effectiveness as exposure-based methods have been used to measure sponsorship. SponsorMap is unique in that it is based on on the core theory of sponsorship and uses sponsorship specific metrics to clearly identify the impact that sponsorship is having on a brand. It provides clearer, refined measurements of sponsorship effectiveness that, using other methods, would be missed.

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