I came across this article about sponsorship measurement which ran in February on Sports Business Journal. It's worth the read since it addresses what everyone is talking about...sponsorship measurement.
A few good comments and quotes:
"The days of spending without financial justification are over, said brand and agency executives, and sponsorship measurement is expected to be part of whatever new economic model survives the current downturn."
“Every dollar is being looked at and has to be maximized. We know sponsorships work, but it’s got to be put into a paradigm that everybody respects and tackles together.”
- Steve Seyferth, founder of SSG Marketing
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