How a world leading sport brand measured partner-level sales impact and optimized media investment.
Our client invests over EUR 1 billion annually in sponsorships, with more than 5,000 contracted partners across 30+ categories.
Yet media equivalent value methods were seen as unreliable, and traditional MMM agencies consistently failed to represent sponsorships accurately. Sponsorship impact was frequently misattributed to other marketing drivers, raising concerns at board level.
The client partnered with IPSOS (MMA) to create a dedicated sponsorship variable for modeling. Sales were attributed at the partner-channel-country level across football/soccer in three countries, enabling our client to isolate sponsorship-driven results. This approach unlocked optimization of media investment and brought clarity to the bottom-line value of sponsorship across relevant channels.
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