Creating a sports sponsorship framework: Admap summary deck

Provides new thinking and best practice on creating a sports sponsorship framework from Admap.
  • Under pressure from social, technological and economic changes, the sport sponsorship market is in a state of flux, despite brand investment continuing to grow year-on-year.
  • Sponsors must start any partnership with a focused set of KPIs to measure success – this includes measuring long-term business impact, alongside more immediate outcomes.
  • Investment in events such as the Olympics is substantial, as brands must endeavour to maximise their association to create a level of ‘staying power’ that ensures effectiveness.
  • To capitalise on the growing popularity of women’s sports, brands must get the basics right – powerful stories can cut through clutter, and...

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