Skip to main content

Get serious about your sports sponsorships

By Anonymous





We are seeing big growth in the amount of money being spent on Sports - globally and here in India (much higher growth rates in India).  But one thing is common across almost all major sports sponsorships - companies ‘believe’ that this is money well spent, without having the data to prove it is.   
Here are some revealing statistics to consider.  As per a recent article -
1.  Only 35% of marketers consistently measure impact of sponsorships
2.  A full 25% of marketers do zero or near-zero data collection and analytics on sponsorships
3.  Only 47% of marketers have a method to try to quantify value
4.  A massive 80% feel the need to do something about this

At Fantain, we are working with one of our key customers to address this problem.  We are building a  Sponsor Effectiveness Dashboard - that quantifies the value a sponsor gets in spending money on sports.  The model we are building is exhaustive and captures the value across many channels of reach - both direct and indirect, both online and offline.  While the model per se will be refined over a period of time, we are sure that it will be far better than dropping coins in the pond and hoping your luck will turn.



Comments

Post a Comment

Popular posts from this blog

Fan Data Analytics: Key to drive sports company growth

By Anonymous
Over the last several years, the buzz word in business and IT circles has been "big-data" and analytics. Many many articles and write-ups talk about them so I won't go into the details. You could get enough to last a lifetime with just the first few results of a Google search of these terms. But do you really know how it applies, specifically to a sports company? For long, sports franchises have been one of the biggest users of analytics. Before this was a buzz word, coaches and managers have relied up numbers and finding patterns in them to drive on-field performance. Indeed, the major leagues of the world have relied on performance analytics for everything from scouting for talent to calling the action on the field of play. But that never transcended to the off-field, more mundane but equally important task of managing the sports business. As more and more options come up vying for the fan's attention - live events, travel, other sports, TV, the Internet - the
3 comments
Read more

Need for co-ed sports

By
Now, this is hardly a feminist piece. I am not here to tell you that women can do anything that men can and better too. One, you know it too. Two, this is hardly about women. I am not here to praise women and demand better rights. I am talking about the possibility that the entire field of sports can take a whole new meaning if gender is not made the criterion. So this is how the idea for the blog started. The Women’s Indian Cricket Team performed really well at the world cup this year. Mithali Raj praised her team for their hard work, persistence, and passion for the game. She also added that there should be an IPL tournament in the country for the women’s team now. Raj believes that the team’s fantastic game has increased the fan following for the women’s team as well and that they have earned their place here. While I am honestly not sure about an IPL tournament for women, it did get me thinking. Why not mixed sports? Now that girls play almost all the games that the guys do, w
3 comments
Read more

Editor's Pick (ODI Finals): Bangladesh - Sri Lanka

By
The finals are finally here. Bangladesh meets Sri Lanka leaving Zimbabwe out. You might think that being home series for Bangladesh, it is really no big deal. But it really is not so. Sri Lanka lost home series. Now Australia is facing severe defeat by England. There is no such thing that it is normal for the home team to win anymore. Plus I would really like to appreciate Bangladesh for the way they are making into the big league of cricket today. If you look at the points table, you will see that Bangladesh won three out of four matches. Their points - 15 - are almost four times the score of Zimbabwe. Sri Lanka, with 9 points, made it to the finals. The last match saw Sri Lanka Beat Bangladesh. The only match that the home team ever lost. Makes you wonder if Bangladesh peaked a tad too early, doesn’t it? It was a comprehensive win for Sri Lanka. Bangladesh were 82 all out in 24 overs. Sri Lanka hit the target in less than 12 overs and won by ten wickets. It was really a o
2 comments
Read more