O'Reilly, Norm; Nadeau, John; Séguin, Benoit; … - In: International Journal of Sports Marketing and Sponsorship 8 (2007) 2, pp. 64-83
This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance relative to other promotional tactics. Two high-profile in-stadium sponsorships of a mega-sponsee, the Grey Cup, are...