The Annual Sponsorship Business Survey 2012 - Sporsora

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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 �.0 | �he �eed to ��lu�te 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.
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 | 15 6.0 Conclusion Although the global sponsorship industry is in a healthy position, companies are tightening budgets and putting sponsorship heads under pressure to prove the value of their investments. With sponsorships worth thousands, and often millions of pounds, research and evaluation has continually proven to represent value for money with the benefits of the alterations to rights values or amendments made to branding, resulting from the research far outweighing the cost of conducting it. � The sponsorship market has grown substantially in recent times and all the signs are that this will continue. � The effective use of social media is key to maintaining best use of the potential of sponsorship in the future. � As the sponsorship industry grows, the need for effective, reliable evaluation is greater than ever. Other topics covered in our survey include: � Professional Associations � Profiling � Tourism � Training For further information on this report and IFM Sports Marketing Surveys products and services please do not hesitate to get in touch. Jon Stainer, Deputy Managing Director IFM Sports Marketing Surveys T: +44 (0) 1932 350 600 E: jon.stainer@sportsmarketingsurveys.com @JonS_ifmsms IFM Sports Marketing Surveys The Courtyard Wisley Surrey GU236QL T: +44 (0) 1932 350 600 E: info@sportsmarketingsurveys.com @IFMSMS Michael Stone, Head of Research & Consultancy IFM Sports Marketing Surveys T: +44 (0) 1932 350 600 E: michael.stone@sportsmarketingsurveys.com @MichaelS_ifmsms
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The Annual Sponsorship Business Survey 2012 - Sporsora

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