The new reality for sponsorship will be dominated by one thing: value.

The second edition of Sponsorship Measurement and Evaluation report, written by BDS Sponsorship’s Fraser Houlder and published by Sport Business, provides the tools to compete.

“If the sports business doesn’t measure then we will have a serious problem. The sports properties that work harder to show how their sponsors are deriving value will be the ones that continue to attract attention. Get the metrics right because if you get that right you can show value, and if you can show value you will continue to get investment.”
Giles Morgan, Head of Sponsorship and Marketing, HSBC.