Sponsorship: Fill the gap in measurement

Sports sponsorship has been one of the fastest growing media over the past two decades but because it crosses media boundaries it can be hard to measure.

Fill the gap in measurement

Kevin Alavy

Sports sponsorship crosses media boundaries and is hard to measure. A holistic ROI research approach is needed that predicts the future financial effects on brand values and profits

Sponsorship has been one of the fastest growing media over the past two decades. However, too often, sponsorship investment decisions have been based on the chairman's whim and this has led to poor measurement standards being condoned.

Thankfully, the industry has made considerable forward steps. But, its origins as a medium purchased for emotional reasons, rather than as a financial investment, leave a lot of...

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