The Ultimate Assist: Showcasing the Strength of Modern Partnerships

Background

Our client enjoys a powerful position as one of the premier sports entertainment networks in the world.

A recent partnership with a sporting code saw a novel approach to sponsorship: from signage during the game to broadcast breaks and integrated content.

Our end-client, in partnership with their end-client, wanted to better understand resonance of the various approaches to sponsorship. This was with a view to both understanding the brand impact of such activity, as well as rolling out the sponsorship to other codes.

Approach

As a specialist market research and insights boutique, we custom design quantitative market research solutions around our client’s brief, leveraging our expertise but ultimately uncontrained by off-the-shelf solutions. This project was no different.

An experimental design was deployed to isolate and quantify the individual and cumulative impact of the various sponsorship material and approaches, as well as integrated content.

By carefully crafting this design, baseline and uplift metrics were isolated, alongside the individual and cumulative benefit of the activity.

The outcome

This study allowed our client to demonstrate to their partner the impact of the sponsorship, breaking down the individual and cumulative impact.

Importantly, the multi-way impact on our client’s brand, the sponsoring brand, as well as the property itself was measured. We were also able to show not just brand impact, but relevant purchase intent metrics, helping drive real business outcomes.

If your organisation is considering sporting sponsorship, and wants to better understand the impact on brand and ROI, reach out to Vibrant Insights today for a custom solution.