Sponsor impact measurement: Viking

Viking wants to assess the impact of its sponsorship of VVV-Venlo in terms of brand awareness, content awareness, market position, and image. Viking wants to investigate this among three target groups: fans and followers of VVV-Venlo, soccer fans in the Netherlands, and decision-makers responsible for purchasing office supplies within organizations.

Sponsorship impact measurement

Just before the start of the 2018-2019 soccer season, a baseline measurement was conducted to assess the current situation in terms of brand awareness, content awareness, market position, image, and consideration intention among the three different target groups. This baseline measurement serves as a frame of reference for the follow-up study.

In the follow-up study, which will take place during the winter break of the 2018-2019 season, the results will be compared with the baseline measurement. This comparison will provide a clear picture of the effect of the back sponsorship.

"We wanted to make our sponsorship measurable, so we started looking for a partner. That's how we ended up with Markteffect, an experienced partner with extensive knowledge in the field of sports sponsorship research."
Bob Huibers, Marketing Executive Communication & PR Europe

Insights from the research

The results of the baseline measurement provide Viking and VVV-Venlo with a practical starting point for activating the sponsorship. The results of this initial measurement provide insight into where the focus should be placed for each target group. As a result of the research, realistic KPIs have been formulated for the current soccer season, 2018/2019. The sponsorship has been used appropriately to improve Viking's brand awareness, content awareness, market position, and image.