• Loading stock data...
Sunday, July 13, 2025

How Today’s Brands Are Maximizing Sponsorship ROI With Their Own Analytics

  • Panelists discuss the importance of analytics in growing sponsor campaigns.
  • Fewer partners and a more focused approach is ideal.
Photo via Pexels

Historically, brands have relied on their rights holder partners or an agency to understand the success of their sponsorship investments. Today, more brands are investing in their own sponsorship analytics data in order to have direct visibility and influence over the performance of their activations.

In this webinar, representatives from Dell Technologies (Anne Ristau), Stanley Black & Decker (Tony Merritt), GumGum Sports (Tori Stevens) and FOS CEO Adam White discuss how Dell and Stanley Black & Decker are approaching sponsorship analysis today, examples of how they are using their own data to drive business decisions and partnership discussions, and best practices for how brands can utilize data to optimize sponsorship performance.

On the ideal partnership approach (7:01)

Ristau: “It very much is a balanced scorecard for us. There’s one thing our COO has used as a mantra. We first start with objectives and business outcomes. We then want creative breakthrough. … We’re very much on a path of wanting to do fewer partnerships really well to get that breakthrough. I want to have clear objectives and then we want to measure those.”

On using GumGum to track analytics of activations (28:30)

Merritt: “We started really tracking with them about two years ago. It was really important to us because we were getting data from our partners and sometimes you just didn’t know if you should trust that data. Now some of our partners use GumGum. Now we send them to GumGum. So we know that what we’re getting back is good. We just ran our 14th year campaign with the Racing for a Miracle program. … With the metrics that we got back from GumGum, we were able to track going into that Charlotte market and seeing if there was a list. It really showed that engagement was up. Visibility was up. Impressions were up. … We took it completely virtual and it paid off because of the data that we got from GumGum tracking that promotion.”

On why partners switch to GumGum (47:55)

Stevens: “Some of the things that come to mind for me are our clients who, once they had the data in front of them and they had it across their portfolio, could really see what was driving value for them versus properties that perhaps weren’t. And so we have seen clients make decisions to actually drop investments from their portfolio based on the data. I think it was probably that they knew they were going to drop it and had a gut that it might be underperforming. But once they had it, it helped sort of fuel the decision. We’ve also seen clients make shifts in the portfolio, and potentially increase investments in other areas based on that data.”

On the importance of branded content in a sponsorship plan (49:24)

Ristau: “I think the more you have really enrich engagement, that’s always better. Again, being highly targeted and B2B focused, we probably care about the quality over the quantity, much more. … We often use our partners in our thought leadership initiatives. We’ve seen a lot this year of other brands that are doing more in that space. So definitely I’d say branded content, thought leadership, influencer engagement, all really powerful ways to reach our audiences, that aren’t just a logo in an arena or on a car that help you to actually communicate your message and your capabilities and help drive that engagement.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
Sponsored

Women in Sports are Leveling Up

Three graduates of Ohio University’s Professional Master of Sports Administration shared their sports business success stories on FOS Fundamentals.
Sponsored

Executive Roundtable: Putting Employees First

Best Employers in Sports, Charlotte Hornets, Miami Dolphins, remote work, diversity, inclusion, COVID-19, leadership, career development
Sponsored

Webinar: How The PGA TOUR Drives Digital Engagement

The PGA TOUR has always been at the forefront of digital engagement and innovation. In collaboration with its longtime partner, iX.co, the TOUR continues to create news ways to engage with its global fan base.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Sponsored

Webinar: The In-Venue Technology That Can Welcome Fans Back

Representatives from Samsung discuss in-stadium tech solutions to keep fans safe and entertained with Front Office Sports.
Sponsored

How Digital Technology Is Being Leveraged to Create Great In-Venue Experiences in..

An all-star panel joins Front Office Sports for a webinar on creating strong in-venue experiences for fansduring and after the pandemic.
pexels
Sponsored

OneTeam Partners: Athlete and Brand Amplification for the Cutting Edge Sports Marketer

Reps from OneTeam Partners join this Front Office Sports Webinar to discuss esports, NIL marketing rights, working with NFL players, and more.
Sponsored

Content Marketing: Real-Time Storytelling in the COVID Era

A panel of experts discuss how the PGA TOUR has executed their storytelling strategy during the COVID-19 era.