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

See all articles by Jonathan A. Jensen

Jonathan A. Jensen

University of North Carolina at Chapel Hill

Darin W. White

Samford University - Brock School of Business

Date Written: January 1, 2018

Abstract

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

Suggested Citation

Jensen, Jonathan and White, Darin W., Trends in Sport Sponsorship Evaluation and Measurement: Insights from the Industry (January 1, 2018). 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. , Available at SSRN: https://ssrn.com/abstract=3184282

Jonathan Jensen (Contact Author)

University of North Carolina at Chapel Hill ( email )

308 Woollen
Chapel Hill, NC 27599
United States

Darin W. White

Samford University - Brock School of Business ( email )

800 Lakeshore Drive
Birmingham, AL 35229
United States
205-726-4477 (Phone)

HOME PAGE: http://www.samford.edu/business

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