Trends in Sport Sponsorship Evaluation and Measurement: Insights from the Industry
Jensen, J. A. & White, D. A. Trends in sport sponsorship evaluation and measurement: Insights from the industry. International Journal of Sports Marketing & Sponsorship, 19(1), 2-10.
10 Pages Posted: 11 Jun 2018 Last revised: 26 Mar 2019
Date Written: January 1, 2018
With sponsorship spending surpassing $60 billion on a global basis, more emphasis is being placed on the application of advanced methodological approaches to improve understanding of the returns firms receive from their investment in sponsorship. Given the journal’s focus of bridging the gap between academia and industry, we also thought this was an opportune time to empanel a distinguished group of industry experts to provide the latest perspectives on sponsorship measurement, evaluation, and ROI. Together with the papers included in this issue, this approach provides those interested in the advanced academic study and practice of the assessment of return on investment in sponsorship with insights from a variety of divergent perspectives, including brands, agencies, and properties.
Keywords: sport sponsorship, return on investment, sport analytics, sponsorship measurement, sponsorship evaluation
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