sponsorium-report-june-sponsorshipHow well a sport, or any sponsored property for that matter, meets with the sponsor’s objectives should be the most important valued statistic for measurement. It answers the question, “Why do we do sponsorship in the first place?” This year, United States-based Football/Soccer properties met a higher level of brand objectives than from anywhere else. As for why the US-based properties as a whole ranked highest is two-fold. First, sport sponsorship is such a widespread medium in the US, that the industry is well educated and more exposed to best practices and resources. Second, as more brands increase their sponsorship activities it becomes clearer what they look for in prospective partnerships. This in turn, becomes more shared and replicated within the industry, which constantly learns from itself.

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