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Sponsorship Management and Evaluation

27 citations0/0 files storedJournal of Promotion Management

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Abstract

Although sponsors of sporting and cultural events varied according to the objectives they set, they demonstrated a good ability to co-ordinate various promotional activities designed to achieve these objectives. However, while most evaluate their spon- sorship effectiveness, many rely on informal measures and assume benefits for which they have no independent corroboration. We con- clude that more objective methods could augment these measures and make specific recommendations.

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References

1991The Role of Sponsorship in the Marketing Communications Mix 1987Corporate Philanthropy: A Strategic Approach to the Bottom-Line 1987Corporate Objectives in Sports Sponsorship 1984Sponsorship Works Differently from Advertising

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2009Sponsorship Leveraging Case Studies–Sydney 2000 Olympic Games 1998Sports sponsorship management: a multinational comparative study 1997‘Ring Ring’: Visual Pun or Passing Off?

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