Investment in sponsorship is growing fast. In fact, sponsorship is growing at a rate of 4% per annum, compared with 3% for all other forms of global advertising. According to Nielsen, companies are spending over $50bn on sponsorship every year. So, what is it about sponsorship that is attracting these huge investments, and how can we test the effectiveness of it?
In our latest article, Paul Hague discusses why testing the effectiveness of sponsorship is so difficult compared with other forms of advertising, and how we can begin to measure the ROI of sponsorship. The article looks at why the subject of “fit” is critically important in sports sponsorship and introduces how the tools used in advertising effectiveness research can be used to measure effectiveness of sponsorship.
To read the article, follow the link below.