Successful sport sponsorship: lessons from association football -- the role of research. (Analysis).

Abstract: Basic research can make the difference between a successful sponsorship association and a significant marketing failure. In this paper, the importance of using benchmarking is discussed in order to help determine the likely success or failure of any particular sponsorship. It is suggested that between one and two per cent of the total sponsorship budget should be spent on research. The value of such research is demonstrated by a case study of Green Flag's sponsorship of the England national soccer team.

Keywords: Sponsorship research, sponsorship evaluation, benchmarking, Green Flag

Introduction

The harshest criticism that used to be levelled at sponsorship was that it was a very inexact science and, if it formed part of an integrated campaign, isolating the effectiveness of one specific element was virtually impossible. This paper shows how time has moved on, and how with ever-greater sums being devoted to this medium sponsors rely on accurate research to track effectiveness and plan future strategy.

How to benchmark

Benchmarking is an essential first step in determining effectiveness as it informs the sponsor of its current situation prior to beginning the sponsorship. Ideally, it should be put in place prior to the sponsorship starting and any pre-promotional material. Realistically, it often happens once the sponsorship has started and hence the lowest possible exposure time is selected for research. For example, if a sponsorship has been running for a year without any prior benchmarking, then research could be carried out in the "off" season. If, however, a campaign has been running for three years, then it is probably too late for benchmarking to be effective.

There are many ways to benchmark, depending upon the objectives of the sponsorship. Benchmarking can be used to assess: