• Loading stock data...
Friday, July 12, 2024

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

Sponsored

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.

NFLPA Report Cards Have Become the ‘Talk of the Locker Room’ Across..

NFLPA report cards have become the ‘talk of the locker room.’

The New College Sports Insiders Are Graphic Designers

Joe Tipton and Hayes Fawcett have become premier news-breakers on social media.
Oct 27, 2023; Sacramento, California, USA; A general of the Sacramento Kings logo on the court before the game against the Golden State Warriors at Golden 1 Center.

How Sports Went From Private Equity Punchline to Coveted Asset Class

Once an industry punchline, sports are now a coveted asset class.
podcast thumbnail mobile
Front Office Sports Today

Warner Bros. Discovery Faces Final Decision on NBA Rights

0:00

Featured Today

Willie Mays’s Humility Was Key to His Genius

Mays took heat from all sides, and handled it his own way.
June 30, 2024

As Realignment Becomes Official, the Power 5 Era Is Over

It’s yet another indicator that college sports have become more commercialized.
Coyotes owner Alex Meruelo speaks to the media at a press conference announcing his new ownership of the Coyotes at Gila River Arena in Glendale on July 31, 2019. Alex Meruelo
June 29, 2024

The Dysfunctional Family Affair That Poisoned Arizona Coyotes

An absent Alex Meruelo left a power vacuum for his inexperienced son.
June 26, 2024

‘Inside Out 2’ Could Be a ‘Mighty Ducks’ Moment for Women’s Hockey

The movie could spark a new era of growth in the sport.
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

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
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.