Sponsorships are principally used to drive brand metrics and reach

James McDonald

An overview of key objectives within sponsorship campaigns.

Generating brand awareness is the most important objective for sponsorship campaigns, according to 73% of the marketers surveyed by MKTG this year. This represents a rise of 5pp from 2017's survey, placing it higher than 'audience reach' – last year's primary goal. The Association for National Advertisers (ANA) found separately that ‘awareness of the brand’ was the leading return on objective (ROO) measurement, adding that brand preference (the second most important objective in the MKTG survey), has the highest correlation to sales.

The findings mirror those of this year’s WARC 100, which show that the majority – 61%...

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