Event & Sponsorship Valuator: A smart approach to evaluate the sponsorship
Carlotta Ventura and Matteo Cardani
INTRODUCTION: SPONSORSHIPS AND EVENTS – AN EVER RECURRING QUESTION: WHAT IS THE VALUE FOR THE BRAND OR COMPANY?
Beyond ATL media spend, BTL Event & Sponsorship (E&S) is one of the main items in the marketing communication budget for many advertisers.
FIGURE 1 AN OVERVIEW OF THE GROWING WORLDWIDE SPONSORSHIP MARKET
Sponsorship has evolved a great deal since the time — not that long ago — when the phrase "sponsorship can’t be measured" was an accepted "fact." As all aspects of the...