One of the most famous quotes from book Animal Farm is “All animals are equal, but
some animals are more equal than others” (Orwell, 1954, p. 112). How does George Orwell’s
allegory on communism in the Soviet Union apply to sports sponsorships? All sports
sponsorships can be valuable, but some sponsorships are more valuable than others.
The chapter provides the framework for determining how to understand the value of
sports sponsorship. Traditional methods tend to focus on quantity over quality when it comes to
sports sponsorship impressions. This chapter spotlights both the quality and quantity elements of
sports sponsorships by focusing on the business of each sponsor. By completing an inherent,
relative, and comparable analysis of sponsorship inventory, sports organizations will have the
ability to demonstrate to sponsors how they generate value based on their revenue and brand
In addition, this chapter examines the best way to communicate this information to
sponsors. By understanding their audience’s needs, building credibility through clear
communication of data, and tailoring concepts using a sponsor’s terminology, sport
organizations will effectively connect with their sponsors. This approach enables buyers and
sellers of sports sponsorship to use data to speak the same language and have effective
conversations that promote mutual value.
Sports sponsorship is constantly changing. Sponsorship inventory is being created daily.
Companies’ expectations of sponsorship are dynamic with different types of companies having
increasingly differentiated needs. New technologies enable sports organizations to create
targeted promotions that reach specific demographics. Quantitative analysis will play a
significant role in all of these areas. However, big data is incomplete without the ability to
communicate the results to sponsors. The successful entrant into the sports sponsorship industry
will be able to both crunch and communicate the numbers.