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...