In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup

Norm O'Reilly (School of Sports Administration, Laurentian University)
John Nadeau (Eric Sprott School of Business, Carleton University)
Benoit Séguin (School of Human Kinetics, University of Ottawa)
Mark Harrison (TrojanOne)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 January 2007


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 evaluated. Some evidence appears to supports and the effectiveness of the sponsorships; other observations raise questions about the accuracy of the evaluation process. The paper provides direction for practice and future research in sponsorship evaluation.



O'Reilly, N., Nadeau, J., Séguin, B. and Harrison, M. (2007), "In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 2, pp. 64-83.

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Copyright © 2007 by Winthrop Publications Limited

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