ABSTRACT
In previous chapters several key factors for success have been introduced and examined. Encouraging the establishment of good practice for successful sponsorship has been an important objective throughout this text and it is now important to address one more critical factor, evaluation, the analysis of information that can show whether there is a return on sponsorship investment. Having established communications objectives and strategically selected sponsorship as a solution, having established a good sponsorship fit and having supported the sponsorship with an integrated programme of communications, the task is to determine to what extent the sponsorship is successful. Knowing the extent of the success or failure is a factor for success as feedback, both during and after a sponsorship has been implemented, is important for any necessary realignment with object-ives and ultimately the determination of whether there has been a return on investment.
