SEE WHAT SPONSORSHIP DOES FOR YOUR BRAND.
Reach tells you how many people have seen a brand. The real value lies in what happens next: how do people’s perceptions of the brand, and their behaviour towards it, change? And how do you optimise the impact of your sponsorships?
The power of sponsorship lies in building an emotional connection with fans and followers. That effect doesn’t show up in reach figures.
For 25 years, we’ve been researching the real impact of sponsorship. We show whether a sponsorship is working for the brand, and what your next step should be to increase its impact.
Who is this for?
You want to understand the real impact of sponsorship.
Visibility and reach don’t tell the whole story. You want to know how a sponsorship really affects attitudes, brand perception and behaviour, so you can distinguish between what gets noticed and what actually contributes to your brand.
You want to make smarter choices about your sponsorship portfolio.
Not every partnership delivers the same return. You want to know which sponsorships are the best fit for your brand and target audience, so you can make informed choices about where to keep investing and where not to.
You want to compare the impact of partnerships and identify growth opportunities.
You want to look beyond a single sponsorship and compare partnerships side by side. That shows you where the greatest room for growth lies and which choices will strengthen your position most.
You want to know how activations contribute to a partnership's impact.
A sponsorship is just the starting point. Activation is what makes the difference. You want to see which activations actually have an effect, so you know where your effort and budget pay off most.
Look beyond
reach.
Brand impact.
Understand how sponsorship contributes to your brand objectives.
Association and fit.
See whether people recognise the link between the brand and the sponsorship, and how they perceive it.
Emotional connection.
Track how engagement with the sport translates into engagement with the brand.
Behaviour.
Find out how sponsorship influences the behaviour of your target audience.
CURIOUS HOW YOUR SPONSORSHIP
COULD HAVE MORE IMPACT?
why
measure continuously?
Continuous insight.
Track the impact of sponsorship and activations throughout the year or season.
No timing bias.
Rule out the effect of timing on your sponsorship research results.
Spot trends.
Look at patterns rather than snapshots.
Adjust course.
Make every decision evidence-based, grounded in relevant, up-to-date insights.
Stay in control.
Access your results at any time through a custom, real-time online dashboard.
Our solutions.
Sponsorship Effect Tracking.
Once the sponsorship and activation go live, track their effect on relevant brand KPIs, attitudes and behaviour.
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Sponsorship Portfolio Analysis.
Find out which sponsorship properties are the best fit for your brand, target audience and objectives.
sponsorship
Sponsorship Campaign Research.
Measure the impact of a sponsorship campaign and see how much the activation contributes to brand awareness, brand image and engagement.
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Rightsholder Image Tracking.
Monitor a rights holder’s image on an ongoing basis and understand which developments and events shape public perception.
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In practice.
What does sponsorship research measure?
Sponsorship research measures the real impact of sponsorship on brands. It helps you understand how sponsorships contribute to your brand objectives and strengthen your connection with your target audiences.
What is Continuous Impact Tracking?
Continuous Impact Tracking is ongoing research into the impact of sponsorship. You track your key brand indicators daily, spot patterns in how sponsorship and activations affect your brand objectives, and see where you need to adjust course.
Do you also measure sponsorship campaigns?
Yes. Our sponsorship impact studies include activations and campaigns as standard. That shows you how each effort contributes to the overall impact of the sponsorship.
Does Blauw also work for rights holders?
Yes. We show the value partnerships create for sponsors, so you can use that evidence in conversations with existing and new partners. We also research the reputation of the rights holder itself.
WANT TO KNOW WHAT IMPACT YOUR SPONSORSHIP IS HAVING?
Our research consultant is happy to explore with you how research can optimise the real impact of your sponsorships.
