UNIVERSITY OF FLORIDA / SPORT MANAGEMENT
THE
SPONSORSHIP
LAB.
Understanding the value.
Advancing the practice.
01 / THE LAB
Sponsorship has evolved.
Let’s advance
the understanding.
The Sponsorship Lab at the University of Florida is dedicated to furthering our knowledge and tools to better evaluate, valuate, activate and service sponsorships of all types and sizes.
Its mission is to support the evolution of sponsorship, a promotional tool that has become an essential part of the marketing mix for brands around the world and a key source of revenue for events, teams, venues, athletes, municipalities, festivals, shows, and much more.
Its growth has outpaced the metrics around it, a challenge which The Sponsorship Lab seeks to help solve.
02 / OUR FOCUS
Beyond the logo.
A sponsorship is more than a name on a jersey or a sign in a stadium. The questions behind it are where our work begins.
THE QUESTION OF IMPACT
What is
working?
Understanding sponsorship outcomes starts with asking what success means—and how it can be measured.
THE QUESTION OF VALUE
What is
it worth?
Examining the value of a sponsorship means looking beyond visibility to the relationships, rights and opportunities it creates.
THE QUESTION OF ENGAGEMENT
How does it
come to life?
Activation turns sponsorship rights into experiences. How can those experiences connect meaningfully with people?
THE QUESTION OF PARTNERSHIP
How does it
keep delivering?
Sponsorship is an ongoing relationship. Supporting that relationship requires attention to expectations, delivery and learning over time.
03 / SELECTED RESEARCH
From questions
to insight.
04 / OUR PEOPLE
A shared curiosity.
LAB DIRECTOR
Norm O’Reilly
Professor of Sport Management
View faculty profile ↗Connor Blake
PhD student
Wendy Kim
MS student
05 / CONNECT WITH THE LAB
The next question
starts with you.
For research inquiries and potential collaborations, contact lab director Norm O’Reilly.
oreillyn@ufl.edu