Or they might compare monthly or quarterly sales from year to year, noting which sales periods featured sponsorships and which did not. In 1992, Visa, an Olympic sponsor, advertised that it would donate a percentage of each card transaction to the U.S. Olympic team. NationsBank used its 1996 Olympic sponsorship not only to enhance its image, but also to generate new business. A race-car simulator exhibit was taken to retail locations around the country. Each consumer who presented a Country Time label could try out the simulator.
Every sponsorship is measurable.
We don't believe that sponsorship is too intangible to measure. Estimate product sales without any promotion, then sales during a typical promotion, and then sales during a sponsorship-linked promotion. Determine financial efficiency by dividing the total cost of sponsorship by the total number of incremental units sold. This determines the promotional cost per incremental unit sold. Also divide the percentage of quarterly units moved by the percentage of quarterly promotional dollars spent.