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SMS12.4 paper 5 Does Sponsorship Pay Off pp352-364 KT2

20/7/11

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Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance
Keywords
sponsorship spend investment business performance indicator
Compound Annual Growth Rate

Abstract

CASE STUDY

Jonathan A. Jensen
Adjunct Professor
Columbia College Chicago, 618 S. Michigan Avenue
Suite 700, Chicago, IL 60605, USA
Tel: + 312 933 2940
Email: jjensen@colum.edu

Anne Hsu
Account Director
Relay Worldwide, 375 Hudson Street, 13th Floor, New York, NY 10014
Tel: + 212 471 5495
Email: hsu.anne@gmail.com

Peer reviewed

Do corporations who invest in sponsorship perform better? Examining five years of sponsorship spending data and business performance indicators of more than
50 US-based corporations, this case study analyses the relationship between a company’s investment in sponsorship and its business performance. The results indicate that as a group corporations that consistently invested in sponsorship outperformed market averages and those who spent at an above average level outperformed those who spent at a below average level.

Executive summary
In 2009, North American-based companies spent a total of US$16.51 billion on sponsorship, 68% of which (US$11.28 billion) was spent with sports properties such as the US Olympic Committee, the
National Football League and hundreds of local teams and athletes (IEG, 2010).
However, without a universally accepted measurement metric (such as Gross Rating Points for broadcast media expenditures), many corporations

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have struggled to compare the effectiveness of sponsorship against other more traditional marketing tactics (Meenaghan, 1999). Many have studied sponsorship’s impact on business results, such as increases in sales and market share

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