IMPACT
One of the main benefits of sponsorship is the effect it can have on the brand. The level of impact is linked to a number of factors including the sponsorship property, the length of involvement of the sponsor and the brand status itself.
Sports Marketing Surveys works with its clients to develop a customised research programme for the brand, its target market(s) and objectives. By isolating the sponsorship we are able to measure:
- Awareness of and association with the property
- Image transfer for key brand attributes
- Movement in favourability of the brand
- Shifts in brand consideration and loyalty
The tailored research programme draws on a variety of quantitative and qualitative methodological options including:
- Desk and client internal data such as brand trackers
- Syndicated sponsorship tracking using Sports Marketing Surveys in-house sponsorship brand tracker – Sponsatrak
- Event based surveys for spectators and guests
- Targeted sports fan surveys accessing Sporting Insights, our unique in-house sports fan panel
- Bespoke client studies
This information is combined with exposure data and analysed holistically to provide actionable findings enabling the client to improve and maximize their sponsorship return.
For more information contact us.