ABSTRACT
A full 78 percent [of] companies do not have an ongoing budget dedicated to sponsorship research. Specifically, 72 percent . . . allocate either nothing or no more than 1 percent of their sponsorship budget to concurrent or post-event research, even though tracking ROI is the industry’s war cry. And, pre-event research fares no better: More than three-quarters spend $5,000 or less per deal on external research prior to making sponsorship decisions—33 percent spend nothing and 44 percent spend less than $5,000. 1
