What's Happening?
The Sponsorship Effectiveness Forum has been launched to establish industry-agreed standards for measuring the effectiveness of sponsorships in marketing. This initiative aims to address the current lack of rigorous evaluation methods in the sponsorship sector, which is one of the fastest-growing areas of marketing. Despite its growth, the sector has lagged behind advertising in terms of understanding its business effects. The Forum, led by industry figures such as Charlie Dundas of GSIQ and Sarah Kendall from The Football Association, seeks to create shared benchmarks and standards similar to those in advertising. The goal is to provide concrete evidence of sponsorship's impact on business objectives, moving beyond traditional metrics like social media engagement.
Why It's Important?
The establishment of the Sponsorship Effectiveness Forum is significant as it addresses a critical gap in the marketing industry. Sponsorships, particularly in live sports, represent a substantial investment for brands, yet their effectiveness has often been measured using outdated or superficial metrics. By developing robust standards and benchmarks, the Forum aims to provide marketers, CFOs, and media planners with the tools to justify and optimize sponsorship investments. This could lead to more strategic allocation of marketing budgets and enhance the role of sponsorships as a growth driver, potentially influencing how brands engage with consumers and achieve business objectives.
What's Next?
The Sponsorship Effectiveness Forum plans to develop a comprehensive evidence base of case studies and establish an awards program to recognize successful sponsorship strategies. This initiative is expected to foster collaboration and knowledge-sharing within the industry, encouraging transparency and better measurement practices. As the Forum's standards gain traction, brands may increasingly view sponsorships as a viable and measurable component of their marketing strategies, potentially leading to a shift in how marketing success is defined and pursued.
Beyond the Headlines
The Forum's efforts could lead to a cultural shift in the sponsorship industry, moving from a focus on competitive secrecy to collaborative knowledge-sharing. This change could correct the historic undervaluation of sponsorships and elevate their status within the marketing mix. By demonstrating the commercial growth potential of sponsorships, the Forum may also influence how brands approach creative output and activation campaigns, encouraging more innovative and engaging content.
