Sponsorship evaluation
The best way to make sure your sponsor understands the returns is to provide an evaluation report detailing the benefits received. It is also good business practice to show evidence of accountability. Evaluation also helps a club formally review its activities, provides a frame of reference for future projects and aids the planning process.
Decide in the negotiation process the level of reporting and evaluation you are going to provide each sponsor. Every case is different and depends on the size and type of offering.
The report can be as simple or as complex as you want it to be. Follow this simple guide to help you write an evaluation report.
Standard evaluation report format
| Introduction |
What the evaluation covers and the methods of measurement used |
| Situational analysis |
- What was sponsored and for how long?
- A copy of the contracted rights, benefits, category of membership, level of exclusivity
- The performance of the club or event during the period of the sponsorship
- A list of other sponsors
- A description of the sponsor’s competitors in this area
- Photos of signage at the event
|
| Sponsorship analysis |
- How you assessed the needs in preparation for sponsorship
- How you did the surveys, measured the media coverage or counted the attendance
|
| Results |
Report on both positive and negative outcomes as a result of the sponsorship. Headings could include:
- Sales – a detailed analysis of direct sales generated for the sponsor through sponsorship
- Media coverage – report on all media featuring the sponsor during the period including number of mentions, transcriptions of radio coverage, tv coverage in minutes (supply copy if available), copies of articles from newspapers and magazines
- Sponsor’s image – surveys should be undertaken amongst spectators, club members and the public, if appropriate, to demonstrate sponsor awareness, attitude to sponsor, sales that resulted through sponsorship, likelihood of future sales due to sponsorship
- Numbers affected by the sponsorship - relevant statistics should be included here, including:
- Number of people who attended the organisation's events
- Number of people who saw the event through the media
- Demographics - age group, earning capacity, gender etc
- Whether the organisation or event is in a growth or decline cycle
- Publicity delivered through signage:
- Publicity received
- Quality of the publicity generated through the sponsorship signage
- Number of impacts that saw posters, newspaper ads, tickets etc
- Hospitality:
- Hospitality provided
- Facilities used
- Missed opportunities (eg empty seats where tickets were provided)
- Cost benefit analysis - an objective financial style report detailing:
- All property costs
- All benefits that accrued to the sponsor
|
| Recommendations |
Improvements that would help the sponsor maximise its benefits. |