How an international drink brand evaluated the true impact of its UEFA Champions League partnership
Our Client needed to measure the tangible value of its UCL sponsorship. With ROI and ROO calculations still pending, board-level stakeholders questioned the investment.
Additional challenges included limited audience engagement data and hospitality restrictions due to COVID.
A structured evaluation was designed, combining brand fit, business impact, and CRM insights. Using a strategic fit framework across dimensions like business, brand, people, audience, and risk, the client prepared to assess the partnership’s performance holistically. The output would guide ROI, ROO, and sponsorship fit calculations to support future decisions.
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