Over the last 10 years, sponsorship has been one of the fastest growing areas of brand marketing and is taking an increasing proportion of overall communication expenditure.

Despite this, research has been slow to deliver really incisive ways of understanding and demonstrating how the medium works. Sponsorship works differently to other media channels and research needs to reflect this.

In order to deliver the depth of understanding that our clients require, i to i research has developed a specific sponsorship tracking model which helps pinpoint the way sponsorship builds brand relationships with consumers and how it influences both attitudes and behaviour.

• Sponsorship case study - Philips

For more information on how we could help you evaluate sponsorship, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 3178 2160.