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 industry have become more sophisticated, and the euro value and prominence of sponsorship have grown, accountability has become a vital skill for today’s sponsorship marketers. This is further explained in the article "Sponsorship drives global brand affinity" by Karen Earl, AdMap (April 2010) which described how the sponsorship of big events plays a central role in the strategies of important companies, such as Coca-Cola for the last FIFA World Cup 2010 and Deloitte and British Airways for the London 2012 Olympic.