KNVB
KNVB: measuring sponsorship impact in a football world that never stands still.
Case information
Introduction
The KNVB manages multiple major partnerships around Dutch football, with partners running their own campaigns and activations throughout the year. At the same time, football itself creates a constantly changing context, from match results and tournament periods to wider media attention.
Together with Blauw, the KNVB continuously measures how its partnerships perform, providing both the association and its partners with an ongoing view of sponsorship impact.
The Challenge
The impact of a sponsorship activation does not happen in isolation. Match results, coaching appointments and other events surrounding the national teams can influence perceptions at the same time as a partner campaign is running.
For the KNVB, the challenge is therefore to distinguish the impact of individual partner activities from these wider developments and understand how key sponsorship and brand metrics develop for each partner.
The vision
For a rights holder, sponsorship measurement should create value on both sides of the partnership. It should help partners understand what their investment delivers, while giving the rights holder objective evidence to support conversations about performance and future opportunities.
Continuous measurement is particularly valuable in sport because it creates a baseline against which campaigns, tournaments and unexpected events can be understood.
the solution
Using the Partnership Impact Tracker, Blauw conducts measurements throughout the year among a nationally representative sample. The results are segmented by the level of engagement with football. This provides the KNVB with a continuous baseline against which major events and partner campaigns can be measured.
The research tracks the development of measures including sponsorship awareness and brand preference for individual partners. Results are accessible through a 24/7 online dashboard and are complemented by periodic check-ins and annual reporting.
The result
The KNVB can use the research to have evidence-based conversations with its partners and demonstrate how sponsorship metrics develop over time. The tracker also helps identify which activations resonate most strongly, while annual reporting provides a broader view of development.
This gives the KNVB an objective basis for partnership discussions and provides data that can also support conversations with prospective partners.
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