Nielsen Sports is a leading global sports measurement and analytics company with solutions spanning cross-platform media valuation, fan insights, and digital and social analysis. A number of Nielsen’s clients were commissioning research and not leveraging the full potential the insights provided to create business impacts. Strive was engaged to help translate data into sponsorship insights and practical actions to support the client’s return on investment.
Sponsorship insights scope of work
- Support account teams to deliver practical value to clients beyond information/data
- Supporting renewal and upselling by helping clients/potential clients understand how they could get more value from their data
- New business development
Results
- Workshops were run for clients to illustrate how to translate data into actions
- New clients were won on both a one-off report purchasing basis and in terms of longer-term consulting engagements
Need help understanding sponsorship insights?
If you’re looking for advice from an entertainment, sports, esports, or gaming agency, Strive Sponsorship can help. Contact us for marketing, commercial, content, media, investment, and communications consultancy services.
Frequently asked questions
What are the positive effects of sponsorships?
Sponsorship is far better placed than say advertising to emotionally engage the audience as it is so closely associated with their passion point(s). Emotional engagement helps with resonance. Brands can trade on the halo effect an association creates to raise awareness or positively impact brand attributes. Sponsorship also helps elevate brand trust, especially for smaller/newer brands. Furthermore, it can give a sense of scale and security.
What are some common goals of sponsorship?
Sponsorship is a great branding tool. Common objectives of sponsorship include raising brand awareness, enhancing brand perception, entertaining customers/prospects, supporting customer loyalty programmes, rewarding staff, and demonstrating product/service capability. Some decision-makers also cite sales/lead generation as an objective, but this only works well for certain types of businesses.
How do you measure sponsorship performance?
There is no one size fits all approach to measuring sponsorship performance. Return on investment needs to be calculated against the stated and measurable goals a brand sets out at the beginning of a relationship. Therefore they are specific to the brand and particular partnership they have.
