How to measure sponsorship

As author of the FT Management Report, Measuring Successful Sponsorships, I was very surprised by Julian Bray’s letter (MW April 15).

First, it has been accepted for many years by all experienced practitioners, that a company has to spend at least the same sum again as the fee on leveraging a sponsorship.

Secondly, you can only measure expectations against pre-determined objectives, which range far beyond those of publicity and corporate hospitality. Indeed, these are rarely the objectives of a well-planned sponsorship programme.

So while I entirely agree a BRAD-based advertising equivalence evaluation is “beyond belief”, I have little confidence from the information provided by Mr Bray that Carlton Consulting is qualified to evaluate sponsorship, as it clearly does not understand the very basis of what sponsorship is about.

Mr Bray may be interested to know that the correct way to value sponsorship is to use a matrix which integrates tangible benefits – not just media exposure, but other benefits such as on-site branding – plus intangible benefits such as loyalty of the audience and various price adjusters (such as on-site sales rights).

Lastly, may I suggest he reads my FT Management Report, which gives many examples of how companies can and do measure the success of their sponsorship programme.

Richard Busby

Chief executive

BDS Sponsorship


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here