A SPORTING CHANCE

摘要

Sponsorship is big business and while fees are rarely disclosed, according to an I MR Sports Marketing Sponsorship Today report, analysing 257 deals in New Zealand, sports sponsorship here was worth an estimated $182 million in 2013. This is a mere drop in the global bucket reckoned to be worth around US$45 billion a year. Not surprisingly, rugby is the winner with 63 percent of all New Zealand sponsorship spend. But what's in it for the sponsors and how important is a return on investment? While spectators at events and in front of television are measureable, a McKinsey & Company report in 2014 indicated that for around one-third to half of US corporate sponsors surveyed, there were no comprehensive ROI measurement systems in place.