We use data science to answer specific questions for brands, quantifying the return of a partnership in the most accurate way possible.
On the surface, the financial client’s portfolio of 22 partners was impressive – including major football clubs, Olympic athletes, influencers, global sporting events, and huge sponsorship investment groups in one of their key markets. It’s often hard for brands to pinpoint what’s working, and what really isn’t.
Justifying sponsorship spend is becoming increasingly difficult, especially when impact can’t be measured or compared against digital tactics
At Partnership Net, we always felt that what the industry was offering was simply not enough. You couldn’t get a true ROI, specific to the brand. The market didn’t have an answer for that.
That means the client could be spending millions on these sports partnerships every year, with no tangible way to measure the ROI.
To tackle this challenge, the team focused on measuring the predictive impact of partnerships, pulling in multiple data sources to make a reliable, accurate assessment of their client’s investments. We look into strategic fit, the audiences, the positioning of the branch, all the elements around it. Then we map the objectives of the brand to what each partner can offer.
At Partnership Net, we’ve developed a proprietary four-step ‘Reach’ model, seamlessly integrated into our AI-driven platform. This model evaluates potential and existing sponsorships through multiple lenses, ensuring alignment with brand objectives and audience engagement. By leveraging real-time data analytics, we provide actionable insights that drive strategic decision-making.
The beauty of this ‘Reach’ model is that it can be used both before and after signing a partnership deal. Before – to make sure they’re the right fit for the business, and after – to ensure the partnership is achieving the objectives set out in the beginning.
They then analyzed each partnership through 4 key lenses, putting this data into context to give a better estimation of the brand impact:
Sustainability
The key principle is trying to get away from traditional ways of measuring, media equivalencies, or vanity KPIs. What’s the real impact to my business, to my brand, to my people? And am I doing something better for the world? The better data we have, the more confident we are.
Analysis found the client’s portfolio skewed towards older male sports enthusiasts. While this accounted for many of their existing sports partners, it also highlighted big gaps. The client would need to expand their target market and partner roster to grow – so what did their future buyers really look like?
In one case, our analysis showed that a client’s portfolio was heavily skewed toward older male sports fans, revealing clear gaps in audience coverage. To unlock future growth, they needed to broaden both their messaging and their partner mix. With our insights, they identified a new opportunity among younger consumers aged 16 to 24 with a growing interest in insurance — a previously untapped segment that offered a fresh path to engagement and impact.
Join our growing network of clients who are unlocking the full value of sponsorship with us!
