In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2007
Abstract
This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance relative to other promotional tactics. Two high-profile in-stadium sponsorships of a mega-sponsee, the Grey Cup, are evaluated. Some evidence appears to supports and the effectiveness of the sponsorships; other observations raise questions about the accuracy of the evaluation process. The paper provides direction for practice and future research in sponsorship evaluation.
Keywords
Citation
O'Reilly, N., Nadeau, J., Séguin, B. and Harrison, M. (2007), "In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 2, pp. 64-83. https://doi.org/10.1108/IJSMS-08-02-2007-B007
Publisher
:Emerald Group Publishing Limited
Copyright © 2007 by Winthrop Publications Limited