Three steps brands must take to measure the business return of sponsorship

Outlines best practice in the field of sponsorship measurement.

Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Executive summary

Last year, ESP predicted that global sponsorship spending would hit $65.8bn in 2018, a 4.9% year-on-year increase.

Sponsorship has fallen through the net and is far behind more traditional forms of marketing when it comes to measurement and ROI, with only a quarter of sponsorship practitioners understanding the business return of their properties.

This report outlines the view from Fuse and the three steps that brands must take across integration, objective-setting and...

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