ABSTRACT
The measurement and evaluation are of equal importance and value to all parties that have an investment in making sure that the sponsorship works. Measurement and evaluation must be non-adversarial and serves as the interests of all parties to a sponsorship programme in terms of how the programme improve for the future as well as delivering measurable results for the sponsor and rights holder. This chapter presents a six-step sponsorship model to help brand owners and rights holders understand how best to measure and evaluate sponsorship investments with a high degree of accuracy and insight. The perspective of the six-step sponsorship model is deliberately from the point of view of the brand owner that may want to evaluate its move to renew the sponsorship, and change the course of the existing sponsorship. The chapter discusses four methods of sponsorship proposal assessment: proactive property search, web-based screening, spreadsheet computation, and intuition.
