We use a data-driven approach to help sports rights-holders package, value, activate and evaluate digital-first sponsorships that drive tangible, measurable results for current, and potential, brand partners.
Sports sponsorship will soon enter a golden age if rights-holders embrace the power of digital and data to fully leverage their unique position as the gateway between brands and highly-engaged audiences.
However, most are still failing to realise the opportunity, continuing to package and sell sponsorship in the same way they did 20 years ago – offering brand exposure through TV broadcasts as the main benefit for brands. This has resulted in large volumes of unsold inventory as the brands they target favour online channels to reach their audiences more effectively and quantifiably.
We use a data-driven approach to help sports rights-holders move away from offering media exposure as a primary measurement of impact by packaging, selling, activating and evaluating digital-first sponsorships that produce tangible, measurable results for brand partners.
WHAT WE DO
We help our clients develop a suite of owned and third-party digital assets that reach their audience in an engaging, measurable way, and price them using sophisticated and proprietary valuation methods. Critically, our focus is always on outputs rather than inputs – delivering targeted content and audiences to brand partners as opposed to committing a certain number of social media posts.
Through WPP, which represents over 350 of the Fortune Global 500, we then help our clients take their sponsorship propositions to market, and once deals are in place, activate them through digital channels with highly-engaging and creative content that satisfies sponsor objectives.
That means we work across the sponsorship lifecycle for our clients – and at all stages measure impact against KPIs with real-time evaluation products.