Predicting Return on Investment in Sport Sponsorship: Modeling Brand Exposure, Price, and ROI in Formula One Automotive Competition
Jonathan A. Jensen
The Ohio State University
Joe B. Cobbs
Northern Kentucky University
Management slant
- Exposure is a precursor to brand awareness and, therefore, a key factor in return on investment (ROI) estimations.
- In an analysis of televised exposure for sponsors of Formula One (F1) Racing, 80 percent of the variance is explained by the on-track performance of the sponsored team.
- In modeling sponsorship costs, half the variance is explained by sponsorship level, contribution of value-in-kind products/services, industry or nationality congruence, and...