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SBD/19/Sponsorships Advertising Marketing
THE COMPANY WITH KALEIDOSCOPE EYES ON SPORTS RESEARCH
Published May 19, 1998
Kaleidoscope Sports & Entertainment, a subsidiary of The Interpublic Group of Companies, has formed ROI Research, a new unit focused on quantifying the value of sports and entertainment sponsorships through data analysis. Based in New York, ROI will specialize in sponsorship and consumer research, with an emphasis on the measurement of sponsorship awareness, brand image, media exposure and return-on- investment. The agency will also provide data on TV exposure, publicity, promotions, on-site exposure, revenues and costs associated with sponsorship. Tracy Shoenadel, a Founder of the Fox Sports/TMG Poll, has been named Managing Dir of ROI Research. In addition, the company named Joe Doyle as ROI Dir of Research and Larry DeBaris as its Senior Research Manager (Kaleidoscope Sports & Entertainment).