Measuring effectiveness of sports sponsorship- - Alun James , Four sports ( UK)

Tour de France
Objective : promote evnt where public attends for free and profle London as a world class destination. Increase no. of people cycling in London; attract tourism to London during the event.

PR Focus : UK, France, Holland, Spain, Italy

Media coverage – overall favourable – 20,000 pieces of news. 68 % favourable. AVE of GBP 35 million. Most media highlighted that London is the venue. 28 % said that media coverage encouraged them to attend the event.

Green King – partnership for Rugby

PR and sponsorship for Official Beer of England Rugby


Some questions about sponsorships ??
- How does sponsorship evaluation differ from PR ?. Sponsorship tends to focus on broader

- Is AVE Relevant ? when measuring sponsorships ??



Katie’s question on how can you factor in the negative coverage in AVE ? you got to factor in only the positive coverage in the AVE and leave out the negative as the client is not going to pay for the negative coverage in any case.

Alun replied that the factoring was taken care of and that overall AVE is what was taken into consideration.