The Need for Multi-Factor Sports Sponsorship Analytics

More and more pressure is being applied by higher-ups within major organizations to validate sports sponsorship spend. Marketing teams are being challenged to provide data that accurately illustrates their current investment across their entire sports sponsorship portfolio along with data that justifies why the investment is being made. Departments are being asked on a daily basis to prove that dollars being spent across sports platforms, properties, assets and events are indeed supporting the organizations core strategic initiatives. Sports marketing agencies are being challenged by their clients to provide direction regarding where sponsorship investments should be made.

The days of only analyzing post-event media valuations or property demographic data to justify sports sponsorship spend are over. More than ever, capturing and analyzing data from multiple factors is extremely important to organizations as they determine what platforms and properties to sponsor or how to effectively shift their investment within their current sports sponsorship portfolio to best maximize value. Different sets of factors are important to different organizations as goals vary and shift from year to year.

Prior to Sponsor Locker, there was no method for sponsors and agencies to easily aggregate multi-factor scorecard data to accurately analyze current sponsorship investments. Factors such as geographic data, demographic data, agency composite scores, 3rd party valuations, experiential scores, event feedback, etc. were being gathered and captured on static scorecards for analysis, without a method to compare, analyze, present and react to the findings. Sports marketing agencies were faced with the challenge and pressure of managing and analyzing different sets of factors for each of their clients.

A need existed within the industry for a place where stakeholders could add, manage, score and view anything and everything about their sports sponsorship portfolio, enabling them to accurately analyze their investment. This is why Playoff Technologies created Sponsor Locker, a cloud-based sponsorship asset and event management solution that is being used by top sponsors, agencies and properties.