Measuring the impact in sponsorship marketing

Xavier Quattrocchi-Oubradous, CEO of SponsorClick and Malastra Innovative Marketing, argues that measuring sponsorship marketing requires special tools and methodologies custom designed for the advertiser.

Measuring the Impact in Sponsorship Marketing

Xavier Quattrocchi-Oubradous

Although it sounds familiar, most marketers and advertisers have never heard the term 'sponsorship marketing', even though they may be investing substantial budgets in partnerships.

The reason is simple: while marketers and advertisers often hear about or even execute partnerships, they are not always in a position to research, strategise, negotiate, optimise and measure them. Their lack of resources and knowhow deprives the partnership of its inherent strategic and marketing value.

When SponsorClick combined the words 'sponsorship' and 'marketing' a few years ago, a new path in marketing was forged, opening an...

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