Background

Sponsorship, as much as advertising, is a legitimate marketing communications activity. But the quality of evaluation in sponsorship has, for years, lagged far behind that in advertising, leading to a degree of uncertainty – even suspicion – amongst clients as to what sponsorship can deliver for their brands.

Founded on many years’ experience in analysing the efficiency and effectiveness of advertising campaigns, Connexus PreciSion was created in 1999. PreciSion’s approach and services have been designed to ensure sponsors, and prospective sponsors, have a clear understanding of the return that an investment in sponsorship delivers – and to help them demonstrate this return to colleagues.

Our approach, and our analysis tools and techniques, have been developed to ensure answers can be provided – meaningfully and credibly – to all the key questions sponsors have regarding sponsorship value.

Our services are, consequently, of benefit both to sponsors and to rights holders.

Ultimately, it is the sponsor who needs to understand – and be confident in -the value that sponsorship delivers. So, while PreciSion forms part of the full service we provide to our sponsor clients, we are also employed by a range of rights owners to help them demonstrate to sponsors – with objectivity and credibility – the value that is delivered by their properties.

This allows both parties to share a meaningful, independently-derived perspective on how cost-effective the sponsorship is, and how to work together to improve value in the future.