Sponsor impact measurement: NAC Breda

The main objective is to provide insight into the effects of the sponsorships in order to determine whether they have been successful. With the results, NAC Breda is able to draw up a concrete plan of action together with its sponsors with the aim of achieving the sponsor's marketing objectives.

Sponsorship impact measurement

For the current main sponsor (CM.com) and back sponsor (EnergieFlex), we conduct a sponsorship impact survey several times per season among stadium visitors, NAC Breda supporters, and Dutch soccer fans. By adapting the questionnaire to the needs of the sponsors and responding to campaigns that have been carried out or are planned, the survey provides new insights every time. In addition to monitoring the development of marketing objectives, the survey also provides relevant information about how campaigns are perceived by fans and stadium visitors.

"The research conducted by Markteffect our behalf allows us to offer our sponsors an additional service. It is essential for them to understand the benefits of sponsorship, while NAC is able to make targeted adjustments." - Justin Goetzee, Managing Director, NAC Breda

Insights from the research

For a number of years now, NAC Breda has been helping its sponsors achieve their marketing objectives. Our research provides insight into the extent to which these objectives have been achieved and where opportunities still exist for both parties. Both NAC and its sponsors use these measurements to make adjustments and optimize sponsorships.

We conduct research for various national and international parties to give them insight into what sponsorship can do for them. This includes an annual survey for the Eredivisie, sponsorship research for various Eredivisie and Eerste Divisie clubs, and the Edivisie. We are not only active in soccer and speed skating, but we also support the NBB (Dutch Basketball Association) and the KNLTB (Royal Dutch Lawn Tennis Association).