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 at the Marketing Week Sponsorship Summit today (24 September), both marketers and rights holders agreed that there is a greater need to measure effectiveness at present.

Patrick Wendt, marketing manager at Toyota Racing F1, says research is increasingly being discussed in negotiations with existing partners, while the sport’s top teams are currently discussing what research is necessary collectively for the first time.

Naomi Conway, head of development at the National Portrait Gallery, says there is a greater need to provide “hard and fast evidence” and recently saw an arts sponsorship contract with a Return on Investment clause written in, the first she had seen in the arts.

Tanya Veingard, head of sponsorship at Aviva UK, which sponsors UK Athletics, says investment in necessary to evaluate the success of a sponsorship even in a recessionary environment, adding cutting research budgets is a “dangerous thing to do”. (Source: Marketing Week)

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