ABSTRACT
Three broad types of measurement in sponsorship are discussed as taking a public relations approach, an advertising or marketing approach or a modeling or analytics approach. The emphasis is on what is measured and how. Strong critiques of the lack of measurement are highlighted, as are the shortcomings of measurement that is found in sponsoring. Property recaps are discussed for their advantages and disadvantages. Also discussed is the controversial advertising equivalency measure that often serves as a benchmark in sponsoring. A number of established scale measures are provided as are new measures such as a scale to capture relationship authenticity. Modeling and data analytics are discussed as rising approaches to sponsorship measurement.
