Measuring Sponsorship Effectiveness

As marketers, we want the biggest bang for our buck. And in today’s Tivo world of commercial zapping, sponsorship marketing is more important than ever. But how do you determine if your sponsorship is delivering the results you need?

Join Jeff Elliott and Geoff Ulrich as they present Measuring Sponsorship Effectiveness. Learn how corporate sponsors like Bank of America and 3M measure and evaluate their sponsorships and programs, and why your company should consider sponsorships as a way to leverage your marketing dollars.

About the presenters

Jeff Elliott is Senior Vice President and NASCAR Marketing Manager for
Bank of America racing, the company’s motor sports sponsorship platform. As part of the company’s Global Marketing and Corporate Affairs organization, Jeff supports the overall strategy and activation development for Bank of America’s motor sports sponsorships and entitlements. He also leads the platform’s mass market approach and consumer marketing efforts, including leveraging programs around the Bank of America 500 at Lowe’s Motor Speedway as well as sponsorships at 10 tracks throughout the country. Jeff also served as the West Coast sponsorship manager for the bank, overseeing relationships with several MLB, NFL, and NBA teams and responsible for all local market activation in the region.

Geoff Ulrich joined Victory Management this year and handles product marketing for the automotive aftermarket division of 3M. Geoff began his career driving show cars in the summer for Sports Management Group on the Tide account. He was also with Saatchi & Saatchi Los Angeles and Momentum in New York and Atlanta, working with clients including General Motors and Coca-Cola. Geoff spent the last five years at Lowe’s as the Director of Marketing for Sports, Events, Commercial Business, Gift Cards and Partnership Marketing.