PT  - JOURNAL ARTICLE
AU  - Jonathan A. Jensen
AU  - Joe B. Cobbs
TI  - Predicting Return on Investment In Sport Sponsorship
AID  - 10.2501/JAR-54-4-435-447
DP  - 2014 Dec 01
TA  - Journal of Advertising Research
PG  - 435--447
VI  - 54
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/54/4/435.short
4100  - http://www.journalofadvertisingresearch.com/content/54/4/435.full
SO  - J Advert Res2014 Dec 01; 54
AB  - Although the benefits sought by engaging in non-traditional marketing tactics such as sponsorship are well documented, determining return on investment (ROI) remains an evolving science. To advance ROI analysis in sponsorship, the authors of this study utilized data on sponsorship prices and the televised exposure of sponsors in Formula One motor racing. Results validated a strong link between team performance and sponsors' realized brand exposure and price paid. Price also was influenced by sponsorship level, functional congruence and, at the lowest level of sponsorship, shared nationality. Finally, overall the authors found that positive ROI is more likely for sponsors of better performing teams, for sponsors that affiliate at a high level, and for sponsors outside the automotive industry.