"Winning sponsorships are built based on understanding the results required....clearly defined sponsorship objectives tied to fair and reasonable measurement is a winning strategy for both the sponsor and the property". Rod Nenner

1. Building Measurement
into the Sponsorship
Sales Process
Rod Nenner
Washington Redskins

2. What is
Measurement
“Different things to different people”

3. Communication
How important…very important!
“What are your goals & objectives”

4. ROI

5. -OR-
ROS
“Return on Sponsorship”

6. What do you want as your return on sponsorship?
Return on Objectives?
Return on Investment?
Return on Media?
Return on Social Media?
Return on Engagement?
Return on Attitude?
Store / Site Traffic?
Sales?

7. Perceptions &
Attitudes
“The Sponsorship Crossroads”

8. Some things Shouldn’t be
Sponsored?

9. Discussion / Q&A
Rod Nenner
Vice President Sales & Marketing
Washington Redskins
These
guys rock!
Hail to the
Redskins!Return on
What?
When’s
lunch?Excellent
Presentation

10. Discussion / Q&A
Rod Nenner
Vice President Sales & Marketing
Washington Redskins
These
guys rock!
Hail to the
Redskins!Return on
What?
When’s
lunch?Excellent
Presentation