Sponsorship Marketing

Finance in Marketing LibraryPUBLICATIONS

MASB: Sponsorship Accountability Pt 9 Name, Image, Likeness AND Influence • Katz/Pace Sep 2020 
MASB: Sponsorship Accountability Pt 8 Can Social Media Drive Accountable Sponsorship? • Wokosin July 2020
MASB: Sponsorship Accountability Pt 7 Social Distancing – A Boon for eSports? Christensen/Ebben/Wokosin April 2020
Forbes: Proving The Financial Contribution Of Sponsorships • Diorio Feb 2020
MASB: Sponsorship Accountability Pt 6 eSports – An emerging sponsorship opportunity as great as the Super Bowl? • Wokosin Jan 2020
MASB: Sponsorship Accountability Pt 5 Measurement • Ebben/Christiansen/Pace Dec 2019
MASB: Sponsorship Accountability Pt 4 Driving Sponsorship Value • Ebben/Christensen/Pace Nov 2019
MASB: Sponsorship Accountability Pt 3 The Business Case for the Business Case • Ebben/Christensen/Pace Nov 2019
MASB: Sponsorship Accountability Pt 2 Sponsorship Strategy and Brand Fit • Ebben/Christensen/Pace Oct 2019
MASB: Sponsorship Accountability Pt 1 Elusive Dream or Quantifiable Reality? • Ebben/Christensen/Pace Oct 2019
ANA/MASB: Improving Sponsorship Accountability Metrics • Jul 2018
Forbes: Taking the Risk Out Of The High Stakes Sponsorship Game • Diorio Feb 2018

Sponsorship Accountability: A Roadmap for Sponsorship Marketing Success
Ebben, Pace, Katz, Findley, Christensen, Wokosin • May 2024

Recommendations to improve the accountability of sponsorships and identifies practices that improve value, including a measurement approach that is independent, objective and marketer directed, along with guidance on mid-funnel ROO measures that make quantification attainable. Topics include: strategy and brand fit, business case and contractual considerations, activation & stewardship, measurement, eSports, and Name, Likeness & Image (NIL).

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Universal Marketing Dictionary

sponsorship  |  sponsorship fit  |  Name, Image and Likeness (NIL)  |  Name, Image, Likeness and Influence (NILI)

VIDEOS

Naming Rights – Rights, Wrongs & What’s Next

Ray Katz and Tyler DiChiaro of Collegiate Sports Management Group look at the good and bad strategies and tactics related to naming rights, as well as what’s next for this practice. Subjects covered include the benefits of naming rights, the downsides, and what’s coming next.

eSports: Opportunities for Brands

Mike Wokosin, Adjunct Instructor of Marketing at Tippie College of Business, University of Iowa reviews past, present, and future opportunities for brands within the quickly evolving marketplace of eSports. With case studies from Collegiate Sports Management Group.

Finance in Sponsorship-Linked Marketing

University of Oregon Marketing Professor T. Bettina Cornwell demonstrates the financial impact of sponsorships on ROI and ROO.

These and many more videos can also be viewed directly on YouTube’s MASB Channel.

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