Expert and market leader in research for sports marketing

We are the market leader in the Netherlands in the field of market research in sports and work for the entire sports pyramid: from the large sports umbrella organization NOC*NSF to sports associations, from sports competitions to sports clubs, and from sports sponsors to sports marketing agencies. With our focus on relevant insights, delivering concrete results, and building strong relationships, we help organizations in the sports world optimize their strategies and increase their impact.

Research for the sports marketing industry

The sports sector is a world that is followed weekly by approximately 70% of the Dutch population and about which everyone has an opinion. It is important that research in this sector is carried out by researchers who have knowledge about how the target group should be approached and how insights should be obtained. We work with a team of research specialists who have the right affinity with sports. This allows us to create support and understanding so that we can respond to the latest developments and sentiment.

Research should not only provide insight into the current status of, for example, a sports sponsorship, but it should also provide insights to perfect strategies. On the one hand, we measure the impact of the current situation, and on the other hand, we show where opportunities lie to optimize partnerships. A sponsorship that generates extra publicity is nice, but what else can be gained from it?

For example, we provide detailed insight into the effects of a sponsorship between a brand and a soccer club or sports association. How do Dutch people follow sports, and which sponsorship messages are most effective in reaching them? How can the sponsorship target engage fans more closely so that they can have a say in how things are done and in the strategy? And if you are considering a new sponsorship in your marketing mix, which sponsorship target is the best fit for you?

As experts in market research for the sports world, we want to help you get the most out of, for example, a sponsorship. We would therefore be happy to discuss the right solution for your research question with you.

Sponsorships in sports

We work closely with various (leading) partners in sports marketing. We regularly publish insights and research results via Sponsorreport, SPORTNEXT, Sport & Strategie, and we are a partner of Brabant Sport and hockey club Oranje-Rood. In addition, we have been an Official Sponsor of PSV for many years!

A number of sports marketing studies

Sponsor impact measurement

What are the effects of sponsorship on the most important KPIs of both parties? Sponsorship has now moved beyond simply placing logos and concrete agreements are being made about what the sponsorship should contribute to. Consider, for example, the impact on the awareness, image, and consideration of your brand. What is the prevailing sentiment surrounding the sponsorship and how can the sponsorship be used even more successfully? Would you like more information about measuring the impact of sponsorship?

Sponsor impact measurement

Satisfaction & Loyalty Survey among sponsors

Attracting sponsors and business relations is a considerable undertaking. That is why it is essential that sponsors' needs are met in the right way, so that they remain connected. To gain optimal insight into the loyalty and satisfaction of sponsors and business relations, we conduct in-depth research on a very regular basis. Our research provides insight into the current situation, but also into how sponsors and partners can be served (even) better and thus remain partners for longer. Would you like more information about the satisfaction and loyalty survey?

Satisfaction survey

Potency research

When you are about to add sports sponsorship to your marketing strategy, it is first and foremost important to know which sports, clubs, and athletes have the right reach. Namely, your target audience. Next, it is important to gain insight into the usage and attitude of your category or brand among the selected target audience.

Conversely, this research is often conducted for the sponsored entities in their search for a new sponsor. Figures on awareness, popularity, and usage can provide the final push toward a new sponsorship agreement during negotiations.

Survey among fans

Sport is also for the fans. Day in, day out, millions of Dutch people follow the latest developments surrounding their favorite sport, sports club, or athlete. We conduct various surveys to gauge the sentiment among sports fans and to involve them in the ins and outs of a sport or sports club. On the one hand, this may concernthe social impact of sport, and on the other hand, it may concern the perception and sentiment that prevails around a club.

Sports Sponsor Monitor

The Sports Sponsor Monitor is a nationwide scan of the Dutch sports sponsorship market that maps the impact of sports sponsorship on all common marketing and business indicators. This study covers 16 sports and 292 sports sponsors in the Netherlands.