Current Issue Summary
June 2024 (Vol. 64, Issue 2)
Searching for the Holy Grail of Sponsorship-Linked Marketing: A Comprehensive, Generalizable Sponsorship Retention Model
Jonathan A. Jensen (University of North Carolina at Chapel Hill) introduces a comprehensive, generalizable model that evaluates corporate decision-making across thousands of sponsorships, spanning more than 75 years, providing key insights into sponsor retention. The study, leveraging data from over 5,800 sponsorships, aims to predict the likelihood of sponsor retention and forecast future revenue implications, aiding managers in strategic decision-making. This model is a critical advancement for sponsorship-linked marketing, offering a predictive tool that encapsulates various factors affecting sponsorship retention and enabling practitioners to conduct thorough portfolio audits and resource reallocation. By integrating a wide range of data and employing predictive analytics, Jensen’s study addresses an important gap in understanding the dynamics of sponsorship decisions and their long-term impacts, making it a valuable resource for both researchers and practitioners in the field of marketing and sponsorship management.