The Annual Sponsorship Business Survey 2012 - Sporsora

T h e A n n u a l S p o n s o r s h i p B u s i n e s s S u r v e y 2 0 1 2 P a g e | 14
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76%
57%
49%
68%
48%
68%
Internally Externally -
specialist
sponsorship
research agency
14% 15%
7%
Externally -
advertising agency
5.1 Evaluation within the Sponsorship
Industry
There is strong recognition of the growing
importance of evaluation within the sponsorship
industry. The Sponsorship Business Survey found
that
72% of industry heads feel that pre-valuation of
sponsorships to justify involvement has become
more important over the last 12 months for the
sponsor; only 3% feel that it has not.
This is the view of never less than two thirds of
respondents from the UK, Continental Europe and
North America. It is also the view of a minimum 7
in 10 respondents whether employed by agencies,
brands or governing bodies.
The need for independent evaluation of
sponsorships is also very widely recognised within
the profession.
71% believe that it is essential to have
independent evaluation of the effectiveness of
sponsorships, only 5% disagree.
In addition to this, the Sponsorship Business
Survey found that of the companies who do
evaluate sponsorships,
60% use specialist sponsorship research agencies.
The percentage of respondents who do no
evaluation whatsoever equated to 21%.
The industry tends to prefer a one-stop shop for its
research and insight requirements.
How do you evaluate sponsorship?
Agency Brands Rights Holders
32%
18% 22%
Externally - PR
agency
46%
18% 15%
Externally -
Sponsorship
agency
47% feel that, ideally, research and insight will
come from the same source, whilst only 13% take
the contrary view.
This is the majority preference among respondents
from the UK, Continental Europe and North
America and regardless of whether employed by
agencies, brands or rights holders.
It is essential to have independent
evaluation of the effectiveness of
sponsorships
Disagree Agree
81% 69% 68%
2% 7% 7%
Agency Brands Rights Holders
14%
7% 3%
Externally - Other
5.2 Return on Investment
With sport sponsorship predicted to overtake
ticket sales in revenue generation, it is of
paramount importance that research is
undertaken to ensure sponsors and rights holders
are receiving the best deals and not wasting
valuable money and opportunities. This is a view
shared by the majority of industry leaders
surveyed as
60% saw the importance of researching return on
investment as likely to increase within their
organisation; only 3% considered it likely to
decrease.
The belief that this will increase is shared by the
majority of respondents from the UK, Continental
Europe and North America and the majority of
respondents from agencies, brands and governing
bodies.