ABSTRACT
Sponsorship executives frequently identify a lack of measurement as the major barrier to increasing sponsorship growth. Despite the importance of measurement, sponsorship research continues to be excluded from most sponsorship budgets, and sponsors give sponsorship properties a failing grade for measurement. In this chapter, I outline the major approaches to measurement used in the industry: media exposure value, return on marketing investment, return on objectives, and return on investment. Effective sponsorship measures should include reach, fan involvement, sponsorship activation, sponsorship awareness, brand image enhancement, and sales.
