A new model for measurement

Chris Jones
Sponsorship Intelligence

Admap: Boost the impact of sponsorship

This article is from the November 2014 issue of Admap, which focuses on 'boosting the impact of sponsorship' marketing strategies.

Given the size of the industry and the impact of new technologies, both buyers and sellers of sponsor packages need an accurate and trusted mechanism when it comes to calculating RoI. A new valuation algorithm has been developed to help deliver that goal.

Global sponsorship spend will hit £33 billion in 2014, with about three-quarters of that sum being invested in sport. Today's heaviest spenders – the likes of Adidas and Nike – invest upwards of £100 million each year in the world's biggest sports events, leagues and clubs. Given the size of the industry, both buyers and sellers of sponsor packages need an accurate and trusted mechanism when it comes to calculating RoI. Rights owners need strong evidence to substantiate the rights fees they are seeking to charge, while brands need to justify investments to their boards and shareholders.