Gain insight into your sponsorship through a sponsor impact assessment

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.

How is a Sponsor Impact Measurement carried out?

A Sponsor Effect Measurement is often carried out in different ways, depending on the research question and the type of sponsorship. A commonly used approach is quantitative research, for example via online questionnaires. By surveying a broad group of respondents, you can distinguish between different target groups and segments, and gain detailed insight into each group's attitude and behavior towards your brand and sponsorship.

In addition, qualitative research can be used, such as in-depth interviews or focus groups. This adds more nuance and context to the quantitative figures and helps to better understand underlying motivations, emotions, and experiences. Qualitative research is often used to provide more depth, but it can also precede quantitative research in order to discover wishes, needs, and drivers & barriers.

A combination of methods provides a complete and reliable picture of the effectiveness of your sponsorship. We are happy to discuss the possibilities with you.

How does Markteffect make Markteffect Sponsor Effect Measurement unique?

We specialize in impact research related to sponsorships. This allows us to combine years of experience with our own research methodology. We map out in detail what a collaboration delivers: from brand awareness and brand consideration to image, brand preference, and engagement. We don't just look at the numbers, but also at the context. We take into account all relevant target groups and stakeholders, such as visitors, users, customers, and fans.

In addition to measuring existing sponsorships, our methodology also helps you to map out the potential, feasibility, and fit of a new sponsorship. Before expanding your marketing strategy, it is important to know which organizations, platforms, or initiatives have the right reach for your target group(s).

Making a choice based on gut feeling can lead to investing in a partnership that barely touches your target group. That would be a waste of your budget and your opportunities. That is why we also look at the usage and attitude toward your brand or category within the intended target group. In this way, we help you make informed choices for an effective sponsorship strategy.

Whatever your research question, we can help you. We don't just do what you ask, we want to really understand your research question before we get started. By listening carefully to you, analyzing your question, and only then giving advice, we ensure relevance. Because that's what really matters. With over 30 years of experience, we know the market inside out. This helps us understand what you need from us. As a result, we are happy to provide you with appropriate advice. We use a proven approach, in which collaboration with our clients is central.

What are the benefits of measuring the impact of sponsorship?

The results of this research help you to engage in dialogue with each other (sponsor and sponsorship recipient). On the one hand, it provides essential insights for the sponsor itself, to assess whether the investment is profitable.

On the other hand, a Sponsor Impact Assessment provides essential insights for the sponsored entity, because these insights can be used to better respond to the wishes and needs of sponsors and to deploy sponsorships more successfully. In this way, the impact assessment forms a strong basis for evaluation, adjustment, and future success.