Leveraging sponsorship: The activation ratio

Abstract

Highlights► This research explores an area of identified research and practitioner need: sponsorship activation. ► The study involves data provided by a leading sponsor corporation. ► The work seeks to establish the ‘activation ratio’ – commonly used in practice. ► Background literature on sponsorship and sponsorship activation provide the basis for the study. ► Practical applications are provided in the form of a suggested framework for the corporation of interest.

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