Measurability of corporate sponsorship in sport events

Abstract: Number of companies involving into sponsorship has been increasing over the years and today sponsorship is a fully global industry (Stotlar 2004). Despite this little research has been made in the area, and in particular in the field of corporate sponsorship and measurability. Some research made, often concludes that measuring Return On Investment from sponsorship activities is difficult why it rarely is discussed in the financial reports. In this thesis we aim to address the measurability of corporate sponsorship, through a multiple case study at two Swedish large corporations and their engagement in the 2015 FIS Ski World Championship. Among the conclusions it's found that sponsorship and measurability is highly experience based. From experience a company can find ways to quantify and measure Return On Objectives. Being able to quantify and measure sponsorship activities a company can further increase level of sophistication in a managerial control system, and better find a purpose of sponsorship that maximizes value.