Sony-FIFA Partnership Marketing Program: The Value of Sponsorship

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


To define key metrics and articulate a methodology for campaign measurement pre- and post-campaign to quantify ROI. To design a new Sony marketing campaign to activate the FIFA sponsorship opportunity, define metrics for measurement, and learn to use a balanced scorecard approach. Since the FIFA sponsorship is a brand campaign, nonfinancial metrics are primarily used. The key to success is to have a clearly defined sponsorship marketing strategy and business objectives.



Jeffery, M. and Mishra, S. (2017), "Sony-FIFA Partnership Marketing Program: The Value of Sponsorship", Kellogg School of Management Cases.

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