ABSTRACT
A clear distinction is drawn between the assessment of outcomes coming from sponsorship in terms of recall, attitude, purchase behavior or loyalty and the evaluation of overall performance of the program in sponsoring. Various types of return are considered, including return on investment, return on objectives, return on purpose, return on engagement, return on experience and return on relationships. A new sponsorship evaluation model details how a sponsorship portfolio is evaluated in terms of process and decisions. Detailed are sponsorship metric decisions, portfolio evaluation decisions, reporting decisions and portfolio maintenance and change decisions. Compensatory and non-compensatory evaluation models are highlighted.
