Sponsorship: A holistic approach to measurement

This article explains how Barclays, the bank, has developed a new framework to measure sponsorship performance against a range of business objectives.

A holistic approach to measurement

Paul Greenep, Simon Watson and Rachel Mackieiris and Barclays

Admap: Boost the impact of sponsorship

This article is from the November 2014 issue of Admap, which focuses on 'boosting the impact of sponsorship' marketing strategies.

Barclays has adopted a holistic form of sponsorship measurement that demonstrates the value of sponsorship to the business, aligns sponsorship to corporate strategy and identifies optimisation opportunities at a property and portfolio level.

Sponsorship has been too subjective, for too long. There has been no 'best practice'. Just, the same old practice. The challenge in...

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