Sponsorship Research in a Time of Economic Uncertainty

Sponsorship research and evaluation is even more of an issue for many marketing professionals that I have talked to recently especially in the current economic environment.

Recalling a conversation with a major sponsor last week, the demand for effective sponsorship research and understanding is mainly being driven by sponsor’s finance departments. Many finance professionals are wishing to identify the value that sponsorship deliver for brands and the organization in general as part of an overview of expenditures.

It is certainly evident that sponsorship research has changed from the days of simple logo counting measurement as it becomes a critical element of a marketing strategy that is researched and reviewed with greater focus in these times of economic uncertainty.

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