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

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 customerservices@marketingweek.com

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