Measuring the association of your company or brand with the sport, team, event or program that is
sponsored, remains one of the most important elements of a holistic sponsorship evaluation program.

The brand can only impact on those consumers that know about the sponsorship! Introduced in 1992,
this measurement and evaluation tool measures and monitors the spontaneous and prompted
association levels achieved between a sponsor and their sponsored properties on a monthly basis.

Full comparisons with other sponsors of the same sports provide clear norms against which each
sponsor can measure their performance.