May 10, 2010 at 03:52 AM
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Measurement Firm Tries To Shake Things Up By Measuring Itself

Sponsorship measurement agency SponsorMap has apparently secured a deal to sponsor something for itself - Formula 3 in Canada.

Not only will it presumably measure its own performance, the firm will also prepare and conduct pre-, mid- and post-season ROI measurements for other sponsors of the series.

SponsorMap director Nicholas Cameron said: “This should shake up the image of market research being a bit dull. It would be the first time I think a proprietary consumer research tool has sponsored motor racing. It breaks convention as most research industry sponsorships are associated with conferences and industry events, not the sounds of roaring engines and burning rubber.”