Event & Sponsorship Valuator: A smart approach to evaluate the sponsorship

How much should I pay for an event or sponsorship? Is there a reliable and comprehensive decision support system that can help companies in decision making process with regard to events & sponsorship buying? Events & sponsorship valuator makes research and market data, coming from several sources, actionable to the company in order to provide this answer, considering both the media equivalent value in terms of visibility and added value in terms of consumer engagement and therefore brand values.

Event & Sponsorship Valuator: A smart approach to evaluate the sponsorship

Carlotta Ventura and Matteo Cardani

INTRODUCTION: SPONSORSHIPS AND EVENTS – AN EVER RECURRING QUESTION: WHAT IS THE VALUE FOR THE BRAND OR COMPANY?

Beyond ATL media spend, BTL Event & Sponsorship (E&S) is one of the main items in the marketing communication budget for many advertisers.

FIGURE 1 AN OVERVIEW OF THE GROWING WORLDWIDE SPONSORSHIP MARKET

Sponsorship has evolved a great deal since the time — not that long ago — when the phrase "sponsorship can’t be measured" was an accepted "fact." As all aspects of the...

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