Measuring Sponsorship Effectiveness: Designing an Alternative Approach
This case study presents the challenge of dealing with the complexity associated with the measurement of sponsorship effectiveness. Students are provided a case study of an Ironman triathlon event in which they will be put into a decision-making position with regards to sponsorship evaluation. Students will be asked to answer a series of “what would you do?” questions to mimic a situation where they are asked by a sponsor to provide a tangible sponsorship measurement approach to secure a promising long-term deal from an interested prospect.