With the massive increase in sponsor sophistication in the past few years, sponsorship measurement has become a huge challenge for sponsors and sponsorship seekers alike, so we decided to devote an entire chapter to it in this fourth edition.
Measuring sponsorship accurately isn’t difficult, but it does require a specific mindset and a degree of getting real on both sides of the equation.
The short answer is, “the sponsor.” They are the only ones who can do it accurately. You simply can’t.
When you sell the sponsorship, you are selling opportunity. It is the sponsor’s leverage program that turns that opportunity into a result against the sponsor’s marketing and business objectives. How ...