All Posts Tagged With: "sponsorship roi"

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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 […]

16Sep2013 | | 0 comments | Continued
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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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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 […]

6Oct2011 | | 0 comments | Continued
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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 […]

3Jun2011 | | 1 comment | 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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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.

30Mar2010 | | 1 comment | 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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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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