Sophie Morris elected as the new ESA Chair
Sophie Morris, Co-Founder & Director of Sponsor View, has been elected Chair of the European…
We independently investigate the extent to which sponsors’ expectations are met in terms of performance, rights acquired, and service received.
This research provides rich insights and a measurement framework to help rights holders monitor the evolution of their sponsors’ needs, efficiently improve, and drive excellence in the management of these complex business relationships.
Our interview-based methodology is based on a world-leading academic study conducted in collaboration with Loughborough University London and is carried out by a team of industry practitioners and scientific experts.
Sponsorship service constitutes a substantial component of the sponsors’ overall satisfaction, and it spans multiple dimensions that reach far beyond the mere delivery of the contractual obligations.
The quality of service that rights holders are able to provide has a growing impact on the value of the sponsorship and is a major factor in a sponsor’s decision to sign or renew a contract.
Yet, sponsor feedback methodologies haven’t been able to keep up with the growing complexity of the sponsor-rights holder relationship, leaving the latter often uncertain about how the relationships should improve and evolve.
Director, Multinational Insurance Company
Director, Multinational Technology Manufacturer
Senior Manager, Foreign Exchange Company
Director, Multinational Hotels & Hospitality
Director, Multinational Technology Company
¹ From “What drives service quality in sponsorship”. A global research study with 384 leading sponsors conducted between 2018-2021 by Millharbour Marketing and Loughborough University.
Partnerships Manager, National Governing Body
Head of Partnerships, English Premier League Football Club
Commercial Director, National Governing Body
Sponsorship Manager, Formula 1 Team
Partnerships Manager, National Governing Body
Partnerships Director, English Premier League Football Club
Partnerships Manager, International Governing Body
Head of Partnerships, Formula E Team
Head of Sponsorship, International Governing Body
Our research service is based on a model created with input from sponsorship experts from both rights holders and sponsors, and was statistically validated by an extensive study with sponsors, which confirmed the critical factors that affect service quality.
This work, conducted in collaboration with Loughborough University London, allowed us to develop a Sponsorship Service Quality measurement scale as well as the conceptual framework for investigating the wider concept of sponsor satisfaction on behalf of individual rights holders.
Sponsor View is the result of a longstanding collaboration between Millharbour Marketing (our parent company) and Loughborough University London.
We are a group of industry practitioners and academics who are passionate about increasing knowledge in the fields of sponsorship, business management, and education.
Our intrinsic curiosity, the desire to learn and improve, and the importance we give to listening and dialogue are at the core of what motivates us to produce instruments that help our clients drive excellence, innovation, and growth for their organisations.
Sophie Morris, Co-Founder & Director of Sponsor View, has been elected Chair of the European…
Millharbour Marketing has rebranded as Sponsor View to better reflect the research services that we…
In-depth, face-to-face methods are the way to go but not all are suitable. Receiving sponsor…
The complexity and the importance of sponsorship relationships require more sophistication and depth of insights.…