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Marketers routinely allocate a significant portion of their budget tosponsorship. However, isolating the return on investment from such efforts hasremained a challenge. Thus, a dataset of more than 5,800 sponsorships isanalyzed using survival analysis approaches that utilizes the sponsor's renewalof the sponsorship as a proxy for positive ROI. In addition to its contributionto the sponsorship-linked marketing literature, the resulting model can beutilized by managers to generate predicted values relative to the sponsor'sprobability of renewal and the ultimate duration of time the sponsor willremain with the property, representing a novel managerial contribution.

Searching for the "Holy Grail" of sponsorship-linked marketing: A generalizable sponsorship ROI model