Public Relations & Social Media Insight
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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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What's your sports sponsorship worth?

What's your sports sponsorship worth? | Public Relations & Social Media Insight | Scoop.it

How much is it worth to sponsor Tiger Woods or Lionel Messi or Rafael Nadal? What’s the payoff for being a sponsor of the Super Bowl, Olympic Games or the World Cup? Considering the huge amounts being spent on sponsorships, companies have surprising difficulty answering these questions.


Corporate spending on sponsorships in the United States is expected to grow to $20 billion in 2013—equal to one-third of total US television advertising and one-half of digital advertising. Yet industry research reveals that about one-third to one-half of US companies don’t have a system in place to measure sponsorship ROI comprehensively.In our experience, executives who implement a comprehensive approach to gauge the impact of their sponsorships can increase returns by as much as 30 percent. A good marketing ROI program uses five metrics to measure the performance of sponsorship spending....

Jeff Domansky's insight:

Here's a really good look inside the sponsorship industry.

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15-Seconds Blog: Broken Bonds of Livestrong

15-Seconds Blog: Broken Bonds of Livestrong | Public Relations & Social Media Insight | Scoop.it
Half measures rarely work in sports or apologies. The media are reporting that Nike is cutting ties with Livestrong, the cancer-fighting foundation started by Lance Armstrong. Armstrong himself broke away from Livestrong months ago in hopes of minimizing the blow back  the charity received from news that the bicyclist finally admitted the long-rumored story that he had used performance enhancing drugs. The New York Times today reminds us that Nike stood by Tiger Woods after his reputation had a collision with a fire hydrant - and it initiate a new endorsement deal with Michael Vick after the quarterback got out of prison where he did time because of his role in dog fighting ring. But Nike is abandoning the Foundation built on Armstrong's reputation....
Jeff Domansky's insight:

Lance Armstrong's PR fail impacts Nike reputation and sponsorship deal with cancer foundation.

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What’s your sports sponsorship worth?

What’s your sports sponsorship worth? | Public Relations & Social Media Insight | Scoop.it

How much is it worth to sponsor Tiger Woods or Lionel Messi or Rafael Nadal? What’s the payoff for being a sponsor of the Olympic Games or the World Cup? Considering the huge amounts being spent on sponsorships, companies have surprising difficulty answering these questions.Corporate spending on sponsorships in the United States is expected to grow to $20 billion in 2013—equal to one-third of total US television advertising and one-half of digital advertising. Yet industry research reveals that about one-third to one-half of US companies don’t have a system in place to measure sponsorship ROI comprehensively.


In our experience, executives who implement a comprehensive approach to gauge the impact of their sponsorships can increase returns by as much as 30 percent.US companies that don’t have a system in place to measure sponsorship ROI comprehensively.


To manage sponsorship spending effectively, advertisers need to first articulate a clear sponsorship strategy―the overall objective of their portfolio, the target demographic, and which stages in the consumer decision journey (awareness, consideration, purchase, loyalty) sponsorships can support. Companies should then implement a complete Marketing ROI program based on five metrics to measure the performance of sponsorship spending...

Jeff Domansky's insight:

McKIInsey's Dan Singer shares 5 metrics to help you assess the value of your sports sponsorship. Recommended reading.  9/10

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