Unite to gauge true value of sponsorship

The well documented row over Formula One’s missing 130 million viewers a race is no surprise (MW last week).

Many in the sponsorship industry have lacked faith in audience figures supplied by Formula One Management and instead turned to other sources to build robust data.

But, it’s not just anomalies in audience figures that hinder integration of sponsorship into the mainstream marketing mix. More importantly, there is no scientific measurement to assess the real influence sponsorship has on consumers. The Works has long campaigned for the establishment of a standard system that will showÂbuyers the true return on their investment.

Independent research commissioned by The Works reveals that consumers are drawn to brands that sponsor their preferred sports or leisure activity far more than is possible through other forms of communication. To a large degree this is accepted wisdom, but without a credible form of measurement many brands are loath to build sponsorship into marketing strategy.

However, greater effort must come from rights-holders in the sports, entertainment and broadcast sectors if sponsorship is to be considered mainstream.

At a time when it is increasingly difficult to penetrate media clutter, sponsorship provides a highly effectiveÂsolution that draws consumers to brands. All rights-holders have to do is help to measure the real value.

Ben Pincus

Chief executive

The Works London

London SW6

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