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Evaluating Corporate Sponsorships: 4 Steps to an ROI Analysis Model

Sponsorships have emerged as a dynamic and comprehensive marketing tactic and are competing with traditional marketing tools for budget dollars.

Through sponsorships, companies can achieve multiple strategic objectives within a variety of value areas. However, with the growth of sponsorship marketing, a new challenge emerges: effectively and accurately correlating the benefits of sponsorships to revenue dollars.

Return on Investment (ROI) analysis is the central pillar for evaluating the success of a sponsorship. With increased emphasis placed on accountability in corporate spending, many marketing teams feel the pressure to validate the success of a sponsorship. Not only is it important to validate externally among various stakeholders, internal audits also dictate the success of a program and ultimately determine how marketing budgets are allocated.

This whitepaper is intended for Marketing Professionals involved in Corporate Sponsorships. It identifies:

1. Challenges in evaluating sponsorships accurately.
2. The various marketing opportunities within sponsorships (which we refer to as value areas).
3. How marketers can add structure and process in order to accurately measure the success of sponsorships.

To access the full White Paper, please click on the 'Download the PDF' button above.