Sponsorship's Holy Grail

by Raymond Bednar
PRISM

Publisher: iUniverse, 2005

Businesses around the world spent an estimated $30 billion in 2005 on corporate sponsorship activities.

More companies are recognizing they need to know exactly what they're getting in return for their sponsorship investment. If they can't quantify results, they're prepared to step away from even high-profile associations.

The methodology outlined in Sponsorship's Holy Grail allows corporations to understand and evaluate sponsorship in light of their specific business goals. This process, which draws on the principles of the Six Sigma quality improvement system, is applicable to any sponsorship.

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About the Author

Until recently, Raymond Bednar was CEO of PRISM North and South America and Global Practice Leader of PRISM's sponsorship practice.

Bednar joined PRISM in 2002. Prior to his joining, he was was a General Manager and President with GE where he gained extensive experience in the marketing application of Six Sigma.

During his time with PRISM he has developed comprehensive sponsorship strategies for clients such as DuPont, Xerox, HSBC and Samsung to name a few.

Bednar is a graduate of the United States Military Academy at West Point and Harvard Business School.