Fusion, Alliance Marketing, a business unit of ad agency Cossette, has launched a tool to measure the value of sponsorships. The tool is called SponsorScope and, according to a release, it gauges the total value of a prospective partnership using points to weigh tangible and intangible factors. SponsorScope assigns a value point to factors such as on-site visibility as well as promo tools to support the program. Intangibles such as the event’s reputation, brand category exclusivity and communications plan among others are also weighted. Fusion has worked on Bell Canada’s sponsorship of the Bell Centre in Montreal as well as GM’s sponsorship of the Festival International de Jazz de Montréal.
