Measuring the intangible, a great challenge for sponsorship

“Although we have managed to carry out excellent digital events, none of them have been able to fully develop the emotional part and the atmosphere of connection that live events generate.” The balance of Enrique Arribas, president of the Marketing Association of Spain and director of brand and corporate marketing of Santander, defines one of the great conclusions of the conference launched by the Committee of Sports Marketing Experts in its last session, dedicated to ” Measurement: brand and sponsorship “, where the difficulty in evaluating the intangible was shown.

This measurement task has occupied Santander since 2000, according to Felipe Martín, director of sponsorships, events and social networks of the bank. “Then it was very easy because there were very few things, but today we can measure everything … Another thing is that the cost