Abstract:

Our analysis looks at costs, benefits, and ways to measure payoffs. Half the firms surveyed take no measurements, but the more astute ones are beginning to measure effectiveness in a number of ways, ranging from simple counts of spectators and participants to more sophisticated measures of attitude change and media spending equivalencies. Continued development of measurements is important, since sponsorships can be expensive, and there is no other way to evaluate the effectiveness of a sponsorship activity in achieving its promotional objectives.