MASB’s Sponsorship Accountability Metrics Project has published an updated, second edition of Sponsorship Accountability: A Roadmap for Sponsorship Marketing Success by Karen Ebben, Tony Pace, Ray Katz, Frank Findley, Henrik Christensen, and Mike Wokosin.
In this collection of works, MASB members share recommendations to improve the accountability of sponsorships, identifying marketing practices across the sports and entertainment industries that improve value. This includes a measurement approach that is independent, objective and marketer-directed, along with guidance on mid-funnel ROO measures that make quantification attainable.
As in the first edition published in May 2024, the appendices include a breakdown of the eSports Ecosystem and a Glossary of Terms from the Universal Marketing Dictionary.
New in the Second Edition
- NIL Update — An addendum to Chapter 10 commenting on current issues in the rapidly changing landscape of collegiate athlete Name, Image, and Likeness marketing.
- Chapter 11: Naming Rights: Rights, Wrongs and What’s Next – Naming rights deals can be powerful drivers of revenue, brand equity, and community impact—but only when constructed, priced, and activated correctly.
- Chapter 12: Sponsorship ROI : Measurement for Naming Rights, Jersey Patches and Other Forms of Sponsorship – Sponsorship ROI has to be measured against clearly defined marketing and business objectives, and the relative importance of those objectives.
- Appendix A: Sponsorship Measurement Provider Summaries – An overview of services offered by four of the industry’s top firms that are linking sponsorship marketing activities directly to financial return: Collegiate Sports Management Group, DE-YAN, Sailias, and Sponsorium.
ORDER from AMAZON [Please leave a review!]