Measuring Sponsorship

To truly understand how your sponsorship works, you need a powerful tool to map the linkages and outcomes. Sponsorship’s positive impact is maximized when:

    (a) The sponsorship achieves high recall;
    (b) The target audience is highly involved with the property;
    (c) There is a strong measure of gratitude or appreciation to the sponsors for the sponsorship of the property or experience;
    (d) The property’s values can enhance the sponsor’s brand values.

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