Sponsorships are an important component of many Clients' marketing plans. Because they often extend beyond media exposure, their contracts and measurement often do not include the same level of media-related delivery and compliance expectations found in traditional media buys.
Further, sponsorships are often handled by a different team on the Client side and contracted directly with entities such as leagues or teams rather than media sellers. As a result, paid media expectations and performance validation protocols are sometimes lacking.
However, paid media is often the single largest dollar value driver in sponsorship agreements. MMi's Sponsorship Science offering leverages AI, media expertise and third-party research to provide Clients with a true valuation of their media delivery in sponsorships. Because it beats guessing.
* “Improving Sponsorship Accountability Metrics”; July, 2018; Association of National Advertisers(ANA) and Marketing Accountability Standards Board (MASB)