COMMUNICATING THE VALUE OF SPORTS SPONSORSHIP

In a conference focused on numbers, the most important takeaway was how to communicate the value of those numbers. e Sports Analytics Innovation Summit brought together sport business industry leaders to discuss how sport organizations can use quantitative data to improve their organization’s performance on and o« the ‚eld. It would be di·cult to ‚nd a conference with people who loved the intersection of sports and numbers more than this conference in San Francisco. Topics ranging from predicative modeling, analytics, economics, data science, and data programming dominated the conversations during panels. Even with all of these disparate topics, one central theme emerged from this conference. While more data are being produced in the sport business industry than ever before, there are also more people who can “crunch the numbers.” e people who will have a sustainable advantage in the sport business industry areIntroduction 157 What Is Sponsorship? 159 How Have Properties Valued Sponsorship? 160 How Can Sport Organizations Value Assets in the Future? 162Inherent Valuation 162 Relative Valuation 165 Comparable Valuation 166How Do You Communicate Sponsorship? 167 Conclusion 170 References 171the ones who are able to analyze data and communicate their ‚ndings to a sport organization’s di«erent internal and external audiences.