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24 October 2022
Reframing partnerships in the context of “return on opportunity”
Brand partnershipsSponsorship effectiveness
Brands have long struggled to quantify the impact of sponsorship and partnership investment. That may be because they’re focusing on return on investment (ROI), rather than the broader “return on opportunity” (ROO), according to a new WARC Exclusive.
ROOm for a new metric
AEG, which manages venues including The O2 in London and the Mercedes-Benz Arena in Berlin, undertook a study of its naming rights partnerships with brands.