Sponsorship Tool Precedes Ashes Tourists

Following success in Australia, Starfish Research & Strategy has launched its proprietary sponsorship research tool SponsorMap™ in London this month. The tool caters for all categories of sponsorship including broadcast, sport, event, cause and personalities, and offers modules for tracking, pre-testing and event research.

Starfish MD Nicholas Cameron says that traditionally, most sponsors have used methodologies more suited to advertising research than the dynamics of sponsorship, making the latter hard to measure. ¡¥Traditional approaches tend to focus on awareness, thereby overlooking what makes sponsorship such a powerful tool, that is the transfer of passion from a property to a sponsor... SponsorMap„· uses metrics that are unique to sponsorship such as passion and gratitude thereby enabling us to better isolate the role that sponsorship is having on a brand¡¦.

The tool has its own home page at www.sponsormap.com , while Starfish is online at www.starfishresearch.co.uk

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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