Is Sports Sponsorship Worth It?
Sponsorships have become an integral component of marketing strategy. Yet many companies still do not effectively quantify the impact of these expenditures, even for events requiring significant spending. A systematic commitment to a menu of analytics approaches allows executives to identify sponsorships that create value as well as those that don’t live up to their names.
Content: Article | Authors: Jeff Jacobs, Kushan Surana, Pallav Jain | Source: “McKinsey Quarterly” | Subject: Marketing / Sales