Making the right sponsorship choices
Measuring the financial return on sponsorships is of huge importance, not least because of the large sums of investment required for the most prestigious opportunities. Yet, surprisingly, many global sponsors still use relatively basic methods to assess the benefits of sponsorships and the value they may (or may not) bring to the bottom line. This article considers how to get closer to measuring true sponsorship ROI.
The closing ceremony of the Beijing Olympics signified the end of a very busy period for marketers looking to exploit sponsorship opportunities. But why do companies choose to sponsor events, individuals and the like? Because they fit their brand and marketing ambitions? Not always.
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