Task

Modification of the international ex-ante assessment methodology of sponsorships, in particular integration of the digital media value and the conversion contribution of sponsorships. Harmonisation of the group-wide sponsorship assessment logics.

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Results

Global assessment standard for all sponsorships (impact, return on sponsoring investment). Provision of central KPI dashboards and management frameworks. Derivation of pragmatic Golden Rules for optimising the impact of sponsorships.