Thoughts from the Aha! Research team: This article reports on a research study conducted by Aha! Research (data collection sponsored by Global Market Insite - GMI) about event sponsorship (2008 Beijing Olympic Games) and found that sponsorship can have a positive effect on brand recommendation (a strong driver of future growth) dependant on a corresponding level of sponsorship recognition. Brands with a higher level of sponsorship recognition achieved a higher level of recommendation, whether they were actually sponsors or not. This suggests that measuring brand recommendation in digital social media should be an essential element of measuring the effectiveness of sponsorship on future earnings.
Measuring sponsorship effectiveness in the digital age
Brand recommendation may be the ultimate yardstick for measuring sponsorship effectiveness in the digital age
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