The application of and investment in sponsorship globally has been
increasing rapidly for over 20 years while the theoretical
development and practical ability to evaluate its effectiveness has
lagged behind. A strong theoretical foundation and improved
evaluation tools are required. Agency Theory and Performance
Measurement are adopted in this regard; articulating the
sponsor-sponsee relationship as an example of the principal-agent
relationship. This book recognizes the importance of the explicit
(formal) and implicit (unwritten) objectives of both sponsor and
sponsee in effectively evaluating a sponsorship and focuses on the
evaluation of the sponsorship contract in both its explicit and
implicit forms. A review of the literature and a series of expert
interviews and consultations were used to explore the sponsor-
sponsee relationship, and provide the basis for the construction
and development of a sponsorship evaluation process model. The
process model was then tested by adopting it to evaluate two major
sponsorships: Kanatek's sponsorship of an expedition to Mount
Everest, and ATB Bank's sponsorship of the Edmonton Grand Prix.
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