We found it fitting to include our agency’s first white paper of ‘09 to kick off the start of our brand new blog! The document is titled: “The Growing Role of Accountability: how comprehensive analytics have changed the way we measure sponsorship” and should serve as a call to action for those marketers and rights-holders who are serious about preserving their marketing dollars in the face of the current state of the economy.

The paper was written to serve as a point of optimism in that there are several key ways which industry professionals can insulate themselves through smart and strategic sponsorships. In our experiences with past clients, we have witnessed first-hand the power of valid and reliable sponsorship measurement and in this document, we briefly discuss several key points and metrics which our agency utilizes on a daily basis.

Enjoy!

The Situation

By the end of 2008, roughly 1.1 million Americans were facing unemployment due to recessionary pressures. Yet, when surveyed as part of Sports Business Journal’s inquiry of top sports executives, a surprising number of respondents expressed high levels of optimism and confidence in their industry and its ability to come out of the current economic crisis unscathed. Even as late as fall of 2008, the majority of industry professionals reported a sense of exclusivity and insulation within their field. Unfortunately, we can no longer hold such high levels of optimism as we are now beginning to realize the vulnerability of our industry to external economic forces. Where companies are… (click here to read the full document)

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