Sponsorship is still on the rise, but it requires a significant investment of time and resources on the companies behalf. In a time in which the measurement of impact is increasingly relevant, ATREVIA has developed its own innovative methodology to evaluate the reputational return of these initiatives, considering key factors such as scope, impact, recognition, translation of values and impact on corporate reputation.
The methodology includes 5 phases:
- The target audience on which the sponsorship activity has an impact and its importance for the company.
- The knowledge reached by the action.
- The evaluation obtained according to the different sections and objectives of the action.
- The recognition obtained by the public
- The impact of sponsorship on reputation.
With this tool, ATREVIA not only makes it easier to analyze the reputational impact of sponsorships, but also establishes a modern methodology that allows us to compare the return with the rest of the sponsorships promoted by the organization. From the reputational return index, we can calculate the economic return of each sponsorship and perform comparative analyses to optimize decision-making.
“Reputation is a resource to value intangibles, the main asset of companies”, points out Manuel Sevillano, Global Director of Reputation, Sustainability and Studies of ATREVIA, who also points out that “our methodology simplifies a complex challenge and converts sponsorships into authentic models of good practices and reputational leadership”.
ATREVIA‘s methodology is especially aimed at companies that not only seek notoriety, but also aspire to distinguish themselves in a global environment where responsible and innovative sponsorships set the standard.
