As increasingly sizeable amounts are being directed into sponsorship, so too are demands increasing on its accountability - in terms of ROI, targets reached, brand development. Echo has supported the measurement of client sponsorship programs the Olympic games, international sports teams,global yacht races and golf tournaments, and otherwise linking their brand names to celebrities and events. This monograph outlines guidelines in how to set measurable objectives, and specifically how to work with the print media for effective sponsorship exposure. The stakes are high as image and reputation are at risk, but the rewards are also high if companies implement sound and professional disciplines to implement, monitor and measure their sponsorship activities.
