Measuring the impact of your sponsorship with sponsor impact measurement

When entering into a sponsorship agreement, both parties often make clear agreements about the KPIs to which the collaboration must contribute. These include goals such as increasing brand awareness, strengthening the brand image, or increasing brand consideration. To assess whether the sponsorship actually contributes to these goals, a Sponsor Effect Measurement is the solution.

The Markteffect Sponsor Effect Measurement

Markteffect has developed its own research methodology and specific research questions to accurately map the effects of a sponsorship. The results of this research help facilitate dialogue between the parties involved (sponsor and sponsored entity). On the one hand, the results provide tools to evaluate the sponsorship's contribution to key KPIs; on the other hand, the research offers concrete insight into current strengths and areas for improvement.

When entering into a sponsorship agreement, both parties usually make specific agreements about the KPIs to which the sponsorship must contribute. Examples include the impact on brand awareness, image, and consideration of your brand. To gain insight into whether the sponsorship meets these agreements, a sponsor impact measurement is the solution. On the one hand, it provides essential insights for the sponsor itself, to see whether the investment is profitable. On the other hand, it also provides essential insights for the sponsorship object, because these insights can be used to better respond to the wishes and needs of sponsors and to deploy sponsorships more successfully.

The research also takes into account the various target groups and stakeholders that are relevant. In the case of a professional soccer organization (BVO), it may be relevant to include season ticket holders, stadium visitors, and other Dutch soccer fans in the research. We are happy to help you formulate your research question.

Assessing the potential of possible sponsorships

In addition to measuring the effects of sponsorships, our methodology can also provide insight into the potential, feasibility, and suitability of a possible sponsorship. Before expanding your marketing strategy with a sponsorship, it is important to know which sports, clubs, and athletes have the right reach, namely your target audience. After all, choosing the wrong sport based on gut feeling can mean that the right target groups are not reached and (part of) the investment is not spent correctly.

Next, it is important to provide insight into the usage andattitude of your category or brand among the selected target group. This will help you make the right choice in your sponsorship strategy.

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.