There are untapped ROI opportunities lurking between the lines. Three ways to unleash the hidden potential of your sponsorship agreements

WHEN THE ECONOMY WENT ALL KUROSAWA on the world some brand marketers took a hard look at their bottom lines and hastily bailed on their old legacy sponsorships in favor of more provable investments. What they may not have known is that now more than ever there are ways to leverage a property’s assets to secure the kind of metrics that prove how lucrative a smart sponsorship can be.

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As part of a strategy to engage readers Penguin Young Readers last month sponsored hands-on events at bookstores in six cities in which author Mike Lupica discussed his book Million-Dollar Throw and attendees competed in special ball toss challenges based on the book’s title scene.