Measuring the ROI of Sponsorships: Jack Daniels Case Study

The sponsorship of a racing team is a huge investment for any brand. Sponsorships, in general, can constitute a significant investment, yet many programs fail to include a measurement component to determine the financial return and impact on intermediate behaviors and perceptions of the brand and associated products.

Using Jack Daniel's racing team sponsorship as a case study, attendees learned:
· The importance of measuring ROI for sponsorships both in terms of dollars and behaviors
· How to integrate on-site and off-site measurement into a sponsorship program
· Ways to tease apart the impact of specific program elements
· The value of connecting sales and perceptual data
· What decisions were possible using this information