Measuring Sponsorship Effectiveness: Designing an Alternative Approach

Gashaw Abeza
Benoit Seguin
Peter Carton
and Susan Holland

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.