New unit to research sponsorships

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Kaleidoscope Sports & Entertainment, New York, formed ROI Research, New York, a research unit that will determine the value of sports and entertainment sponsorships. ROI will provide companies with information on TV exposure, publicity, promotions, on-site exposure, revenues and costs associated with sponsorship, Kaleidoscope said. Tracy Schoenadel, co-founder of the Fox Sports/ TMP Poll, was named ROI managing director. Kaleidoscope is part of Interpublic Group of Cos.

Copyright May 1998, Crain Communications Inc.

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