CHAPTER OBJECTIVESChapter 14 further explores the concept of sponsorship.
While Chapter 13 examined the key success factors in
attracting and implementing sponsorship, here we introduce
the different methods that can be used to evaluate the
effectiveness of sponsorship. It needs to be noted that the
chapter is written from the perspective of the sponsor—that
is, we consider the effect of sponsorship in regard to the
goals set by the sport sponsor. Beyond effectiveness, we
also explore the concepts of ambush marketing and location
dependency of sponsorship. In this chapter, we have
integrated an extended case study. This means that the
questions at the end of the chapter relate to all components
of the case study presented throughout the chapter.
After studying this chapter, you should be able to:
1. describe different methods of measuring sponsorship
2. understand the relationship between effectiveness
measures, sponsorship objectives and the buyer
3. understand the principles that underpin ambush
4. understand the relationship between 'exposure' and
'impact' in regard to which sponsorship property is
chosen by the sponsor.