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Sponsorship Tracker Launched
NOP World and Sports Marketing Surveys have announced the launch of sponsatrak, a new sponsorship tracking study developed jointly by the two companies.
Sponsatrak, which has been under development for nearly a year, provides sponsors with a 'one stop service' going beyond sponsorship awareness to brand impact, image, and potential sales and usage. Client involvement in the development stage should ensure that the format provides the key information in a cost effective manner.
The two companies are collaborating on further techniques for the sponsorship and sports market, which will be announced shortly, as will expansion of sponsatrak to other countries.
Sports Marketing Surveys' MD Stephen Proctor says the new measurement method, 'combined with our in-house media monitoring systems, allows a brand to measure their sponsorship from exposure right through to impact and purchase'. The launch coincides with the company's 20th Anniversary.
According to NOP's Phyllis Macfarlane, 'Sponsorship is a key element of the marketing mix and we are delighted to be working with Sports Marketing Surveys to help our clients measure the effectiveness of their expenditure'.
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