The Feldwick Factor: The value of sponsoring events

A reader asks: Do you have any guidelines/principles on calculating the value of sponsoring a major sporting or music event? It is very difficult to put a precise monetary value on sponsorship, but there are other ways to make an informed choice.

The Feldwick Factor: The value of sponsoring events

Paul Feldwick

Do you have any guidelines/principles on calculating the value of sponsoring a major sporting or music event?

Planner/strategist, FMCG company

Sponsorship is no longer the wild frontier we used to think it was. It has grown steadily into a business worth nearly $50bn a year worldwide, supported by specialist agencies and consultants, international industry bodies, and academic studies. Clearly, more and more companies have decided it can be a worthwhile investment. Still, I don't think I have seen a methodology that really ‘calculates the value’ of an event in the...

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