Sponsorship Effect Tracking
understand what drives your sponsorship.
Sponsorship Effect Tracking shows how sponsorship contributes to your brand objectives. We track relevant brand KPIs among people with different levels of involvement in the sponsorship. That shows where impact is created, how it develops and where there’s room to adjust course.
Related Solutions
Visibility alone doesn’t tell you what your sponsorship means for your brand.
That’s why we look beyond reach. We track how the sponsorship influences attitudes, brand perception and behaviour across target groups with different levels of involvement in the sport. That gives you insight into the sponsorship’s brand impact, and into how far activations and campaigns reinforce that effect.
Who is
this for?
You want to know what your sponsorship actually delivers.
We show how relevant brand KPIs develop and how far that development is linked to the sponsorship. So you can back up decisions on investment, strategy and renewal.
You want to increase the impact of your activations.
We show which target groups your sponsorship is having an impact on, and which activations contribute to it. That way, you know where extra attention or a different approach can make the biggest difference.
You want to back up decisions with data.
The results give you a factual basis for decisions on strategy, campaigns and your sponsorship portfolio. Evaluation becomes a way of looking ahead, too.
working together
with blauw.
A research design that moves with you.
Sponsorships, markets and objectives change. So the research design fits the way you work, and can be adapted as new developments call for it.
Your objectives come first.
We track the KPIs that determine the success of your sponsorship. So instead of a general overview, you get insights that tie in directly with your challenges and the decisions you need to make.
From results to direction.
We show where impact is created and help you understand why. Together, we turn the outcomes into concrete decisions on strategy and activation.
25 years of expertise in sponsorship research.
You work with a dedicated team of experienced sponsorship research consultants. They put results into context, link them to relevant benchmarks and help you decide on your next step.
We measure the indicators your sponsorship should contribute to, tailored to your brand objectives.
Our FanShipLevel Model segments groups by their level of involvement with the sponsorship. That shows where the biggest brand shifts happen.
We compare developments against relevant competitors and a benchmark group. That lets you put results into perspective and judge what a shift really means.
A rising KPI isn’t automatically the result of sponsorship. That’s why we compare developments between groups with higher and lower involvement in the sponsorship.
If a KPI rises more sharply among people with higher involvement than in the benchmark group, that’s a clear sign of sponsorship impact. It shows you where the sponsorship is working and where there’s room to optimise further.
Benefits of
brand strategy
Dynamic
dashboard.
You don’t have to wait for the next report. The dashboard lets you track how your brand is developing and see immediately where shifts are happening.
Close
collaboration.
You work with a dedicated team that knows your brand and your market. That way, every conversation is about what the results mean for your next move.
Access to
insights.
Findings from previous measurements remain accessible. You can compare new results alongside them in an instant to see what has changed over time.
Consumers
within reach.
You hear in your customer’s own words why they choose you. That makes the data understandable and decisions easier to justify.
Benchmarks and
action standards.
You see how your brand scores relative to your category and previous measurements. That way, you know whether a result is truly good.
related solutions.
Sponsorship Portfolio Analysis.
Find out which sponsorship properties are the best fit for your brand, target audience and objectives.
sponsorship
Sponsorship Campaign research.
Measure the impact of a sponsorship campaign and see how much the activation contributes to brand awareness, brand image and engagement.
sponsorship
Rightsholder image tracker.
Monitor a rights holder’s image on an ongoing basis and understand which developments and events shape public perception.
sponsorship
In practice.
KNVB
ABN AMRO
What does Sponsorship Effect Tracking measure?
We track the brand KPIs that align with your sponsorship objectives. We then make visible how these develop among groups with different levels of involvement.
How do you measure the effect of sponsorship?
We compare the development of relevant brand KPIs over time between people who are more and less involved in the sponsorship. This provides insight into the relationship between fan engagement and changes in attitude and behaviour.
How do you know if an effect is related to the sponsorship?
The FanShipLevel Model distinguishes groups by involvement. By comparing their development with a relevant benchmark group, we see whether a stronger brand effect goes hand in hand with a stronger relationship to the sponsorship.
Can Sponsorship Effect Tracking be deployed internationally?
Yes. We tailor the research design to the markets, target groups and KPIs that are relevant to the international sponsorship, with room for local differences.
Know what drives your sponsorship.
Understand where impact occurs, what explains the development and which next step can increase the effect.
Our research
specialist would
be happy to help.
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No time
for extensive
research?
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