Sponsorship is becoming a key part of the marketing mix with the importance placed on
accountability greater than ever. The Sponsorship Performance Measurement System
is a single approach to calculate the value of your sponsorship from all perspectives.
The measurement system helps sponsors to gather, generate and understand all of
the data sources available to them to demonstrate the return on objectives, investment,
leverage and assets.
Selecting the right sponsorship property is crucial to the efﬁciency and effectiveness of
sponsorship campaigns. With the right property, sponsors dramatically improve their chances
of meeting and exceeding their KPIs and receiving a greater return on investments.
Repucom’s property selection analysis enables brands to make clear and informed decisions
through assessment of the sponsorship landscape against a deﬁned set of criteria and
identiﬁcation of the most appropriate portfolio of key properties.
Key properties, other potential
partnerships and competitors
Informed commercial decisions
on a local and global level
how to reallocate your
the return of sponsorship campaigns
fact-based insights to report
the sponsorship return internally
The most appropriate sponsorship
engagements according to brand,
audience and business ﬁt
key areas of improvement
Your sponsorship portfolio
» Which properties are most popular amongst each target audience in each country?
» Which Passion Categories do these properties fall into?
» What potential for activation (advantages/ beneﬁts/ rewards) do these properties offer?
» Opportunities to leverage sponsorship in order to increase spend in key categories
» Best media coverage/ exposure
» Best impact on brand preference and image
» Best possibilities for activation
» Best cost/ beneﬁt ratio
» Fully tailored user friendly reporting
tool displaying all scorecards in a visually
» Business & marketing
» Target markets
» Media footprint
» Target audience(s)
» Media ROI
» Cost-Value Ratio
» Property availability
» Competitor activity
» MODULAR » FLEXIBLE » USER FRIENDLY
Modules can be selected
to client needs
Every module is reviewed
with our clients to include
the most relevant metrics
to their business and
Performance index metho-
dology allows the client to
understand and compare
values, easier and quicker
FIT1 VALUE2 CONTEXT2
RECOMMENDATIONS2 REPORT DASHBOARD3
ROI (Return On Investment)
ROl (Return On Leverage)
ROo (Return On Objectives)
ROA (Return On Assets)
A combination of standard and customised metrics are developed in collaboration with the client.
Calculated through evaluation of
both tangible and intangible assets
Based on 4 main KPI categories:
Opportunity to see, awareness,
impact and engagement
Understand the effectiveness of
activation campaigns against set
objectives along B2B, B2C
Assess the return on assets based
on usage and performance of assets
SPONSORSHIP PERFORMANCE MEASUREMENT SYSTEM
We bring together over 25 years of expertise in sports marketing research.
As the global market leader in our industry, we offer a single source of thought
leading solutions in research and consultancy.
+44 (0) 207 221 7040