Sponsorship Accountability Metrics Project

According to the Independent Evaluation Group, global sponsorship spending on sports, entertainment, arts, causes and events is projected to increase from $60.1 to $62.8 billion in 2017. While sponsorship of sports-related properties is the largest share of spending, other forms of sponsorship have grown to the billion-dollar level in North America.

Despite the size of these investments, companies lack reliable metrics that can tie sponsorship spending to brand and business outcomes. According to a 2013 Association of National Advertisers survey on sponsorship and event marketing activities, fewer than 50 percent of marketers have a standardized process for measurement and 70 percent say the need to validate results has increased.

The Sponsorship Accountability Metrics Project was launched to determine sponsorship contribution to brand and business.

STRATEGY

Document ‘What is Known’ about sponsorship measurement, brand fit (taking into account the brand, its category and product lifecycle), and return relative to other marketing vehicles.

EXPECTED OUTCOME

Roadmap for brand sponsorship investment and activation.