The sponsorship industry has advanced a great deal since the time the phrase "sponsorship can't be measured" typically went unchallenged. As all aspects of the industry have grown more sophisticated, and as the dollar value and prominence of partnerships has grown substantially, the need for accountability has become vitally important.
We are hearing questions such as: Can I measure the impact of my sponsorship activation?
What is the return on my venue naming rights deal? As a property, how can I demonstrate return to the sponsors of my event? And the list goes on.