Generating fan goodwill: The key to increased sponsorship effectiveness

Professor Tony Meenaghan, Jamie Macken and Mark Nolan

Research study by Core Ireland showing that fan engagement is a key driver of effectiveness in sponsorship.

Introduction

Against the backdrop of a suggested global spend on sponsorship rights of $65.8bn in 2018 (IEG Sponsorship Report, 2018), the measurement of sponsorship effectiveness and the related issue of providing evidence that sponsorship ‘works’, continues to represent the key challenge for the industry.

Despite the assertions of some industry ‘players’ to the contrary, available evidence suggests that the extent and quality of research undertaken remain unsatisfactory and indeed is recognised by many industry practitioners as such (ANA/MASB, 2018). An industry which traded on media value equivalence as ‘proof’ of sponsorship effectiveness always had some distance to travel...

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