Sponsor impact measurement for FC Twente to map the impact of sponsorships

Reason

During the 2023-2024 soccer season, Elektramat will present its brand name on the front and ThermoSolutions on the back of the FC Twente shirt as shirt sponsors. There was not much time between the signing of the contract and the official announcement. Given the tight timeline, conducting this research was a challenge for us, but the goal was clear: to conduct a baseline measurement before the general public was aware of the partnerships, in order to accurately measure the impact of these collaborations in the coming years. This extensive research involved Dutch consumers, non-football fans, football fans, FC Twente fans, and season ticket holders. In addition, the business target group is also important, which is why the B2B target group was added to the research.

Our approach

Dutch consumers, non-football fans, football fans, B2B professionals, FC Twente fans, and season ticket holders were selected with the aim of providing insight into the impact of sponsorship on various aspects, including brand awareness, image, brand consideration, brand preference, visibility, and sponsor awareness. A sponsorship impact measurement can be used to assess the value of Elektramat and ThermoSolutions' sponsorship of FC Twente over a longer period of time. This measurement not only provides insight into the extent to which sponsorship influences brand perception, but also how various activations and campaigns are valued. Furthermore, it helps to assess the effectiveness of the invested euros and determine whether the desired results are being achieved.

Later in the process, the research results will be discussed with FC Twente, Elektramat, and ThermoSolutions, with Markteffect FC Twente's all-round partner, contributing strategic input to ensure that the sponsorship is as effective as possible.

Results

Prior to the sponsorship, FC Twente developed a clear picture of the brand funnel for both brands, enabling them, together with the sponsors, to monitor the performance of various KPIs over the coming years and make any necessary adjustments to ensure the sponsorship is a success. Thanks to rapid and efficient collaboration between FC Twente and Markteffect, including the integration of two sponsors in the same questionnaire and the meeting of tight deadlines, the baseline measurement was successfully completed before the official announcement of the sponsorship. This was a real race against the clock, but it was accomplished successfully. This will allow FC Twente and the sponsors to continue to jointly evaluate which KPIs are performing well and where improvements may be needed to make the sponsorship a success in the coming years.

"It was great that we were already in talks with FC Twente about conducting the baseline measurement during the contract negotiations. As soon as the contracts with the sponsors were signed, we were able to quickly move forward and complete the fieldwork before the news leaked out. After all, you don't want rumors about a new main sponsor to impact the results of the baseline measurement. We were able to move quickly together with FC Twente, which was great! We are pleased that we were able to deliver a thorough baseline measurement prior to the announcement of the partnership. Now it is important to work together in the coming years to see where any adjustments are needed in order to get the most out of the partnerships."  - Michael Petit, Client Consultant Markteffect

“At FC Twente, we have been working with Markteffect for several years Markteffect measure partnerships. When we were in the process of finding new shirt sponsors, it was only logical for us to Markteffect , given our satisfaction with all previous measurements. However, this time it was even more complicated due to the high time pressure. The plans with Markteffect ready and all the fieldwork was carried out in less than two weeks. This allowed us to present the shirts on the day we had agreed with the new shirt sponsors. That day was very important, because there was a lot of excitement in the region about who the new shirt sponsors would be, so it was essential that nothing was leaked. Markteffect to that secrecy and Markteffect out a very reliable survey. It is therefore great that they already have a large database in the Netherlands, which means that the research is representative in one go. We are now working hard with Elektramat and ThermoSolutions to achieve our objectives and are very much looking forward to the results of the next Markteffect survey. Only then will we really know what impact we have had on, among other things, brand awareness, brand equity, and brand preference for our new shirt sponsors." - Michel Veldhuis, Partnership Manager, FC Twente

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