New IPA and Sponsorship Effectiveness Forum research reveals what separates confident sponsorship practitioners from the rest and identifies the fundamentals that drive commercial success.
Sports sponsorship has become one of the fastest-growing areas of marketing investment, yet many organisations still struggle to demonstrate its commercial value. Based on a study of 143 brands, agencies and rights holders, this report explores the industry's confidence in sports sponsorship effectiveness and the factors that distinguish organisations that consistently deliver business results.
Produced by the Sponsorship Effectiveness Forum (SEF) in partnership with the IPA, the report introduces the Sponsorship Effectiveness Model, a new six-stage diagnostic framework that helps brands, agencies and rights holders assess the maturity of their sponsorship activity and identify opportunities for improvement.