Some wise words once said by Oscar Wylde. 💭 By creating a successful balance ⚖️ between the qualitative brand impact and the quantitative ROI that a sponsorship has, we can evaluate exactly how effective a sponsorship is, as well as the impact that it is having. ✔️ We do this through the use of our very own Sponsorship Performance and Impact (SPi) model, using complex data and distilling it into a simple narrative to track and display sponsorship impact in real-time. 🎯 F

Sponsorship in organisations has traditionally been viewed as an emotional decision based on gut feeling, creative potential and in some cases by ego. In recent years, sponsorship and evaluation in particular has evolved and we now have models and tools to accurately prove the effectiveness and return on investment from sponsorship. This analytical approach allows us to determine what sponsorship is best for an organisation and what the return on investment is – whether that

During these difficult times sponsors have an opportunity to demonstrate real brand purpose, showing compassion and solidarity with their partners and fans. Whilst larger organisations have sufficient resources to get through this period, the reality is that many rights holders face extremely challenging financial difficulties and uncertainty. Events, clubs, athletes, musicians and many small businesses are all at risk and will take a hit. And of course, charities will be har

The former global head of sponsorship and media at Vodafone, overseeing major sponsorships like the Uefa Champions League as well as brands like Vodafone McLaren Mercedes F1, Manchester United and England cricket, Daragh Persse set up The Brand Fans in 2011. Now the company is a key player in the growing Irish sponsorship market, as he explains to John McGee. What is your role in the company? Chief cook and bottle-washer! What marketing challenges do you face? We have two mai