Mind the gap in sponsorship measurement

Research into industry practice on sponsorship effectiveness shows that many organisations are not getting the most from their sponsorship investment.

Mind the gap in sponsorship measurement

Tony Meenaghan University College, Dublin

Sponsorship needs a broad range of metrics that form a comprehensive effectiveness measurement dashboard to justify its place in marketing budgets

The global financial crisis has heaped further pressure on corporations to justify money spent on sponsorship and corporate hospitality. The vexed question of the measurement of sponsorship effectiveness is once more a live topic.

This paper seeks to provide an inventory of industry practice in sponsorship evaluation and to suggest where such evaluation might in future focus. Three recent studies of industry practice (two in the US...

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