1. repucom.net
MaximisingtheEffectiveness
ofSponsorship
WEARE
REPUCOM
GLOBALLEADERSINSPORTSMARKETINGRESEARCH
SELECTINGTHEBESTFITANDMEASURINGPERFORMANCE

2. Picture © JUAN BARRETO / AFPPicture © JUAN BARRETO / AFP
repucom.net
media
marketResearch
Rates&Ratings
marketintelligence
Over the following pages we have identified some of the key challenges faced in the market
place today and how we can provide solutions and insight that help you deliver against
your objectives.
FROMINSIGHTSTOIMPACT yourCHALLENGE–oursolution
We use our industry experience and expertise to turn our unique data and insights into
strategic advice that allows you to:
» SELECT » MEASURE » IMPROVE
uniquedataandinsights
For brands it’s more important than ever to assess the performance of their sponsorship.
Selecting the most appropriate sponsorship by aligning both audience and brand values is
the first step, with on-going performance measurement against objectives helping to
maximise return both financially and against core KPIs.
Repucom has developed a suite of services designed to identify “best fit” and assess the
performance of a brand’s sponsorship, simultaneously identifying areas for improvement.
The services also address the challenge of managing multiple sponsorship properties
and how best to compare performances and streamline sponsorship portfolio’s.
Lack of
Limited access to the
relevant sources to allow
Difficult to integrate
significant amount of
to combine different data sources
ORGANISATIONS FACE MANY ISSUES IDENTIFYING THE APPROPRIATE SPONSORSHIP
PROPERTY AND QUANTIFYING THE RETURN OF THEIR SPONSORSHIP:
STANDARD METRICS
COMPARISONS &
BENCHMARKING
DATA FROM
DIFFERENT SOURCES
to collect all the
relevant data
LACK OF
RESOURCES
Complexities/Complications
identifying factors leading to
UNDERPERFORMANCE
Lack of advanced
systems to measure the
RETURN OF
SPONSORSHIP
RECORDINGS OF SPORT
3,200,000 h
per year
COUNTRIES
DAILY AUDITS IN
Regions & Territories
200
DAILY APPROX.
via Broadcast
Schedule Audit
CHANNELS
1100
www.
WEBSITES & SOCIAL MEDIA SITES
YEARLY TRACKING OVER
20,000
GLOBAL DATABASE WITH MORE THAN
BRANDS20,000
SPONSORSHIP DEALS80,000
per year
INTERVIEWS
MORE THAN
500,000
COUNTRIES
IN MORE THAN
40
INTERACTIONS ANALYSED
135,000,000
per month
SPORTSBUSINESSPROJECTS
MORE THAN
PER YEAR
2,400
SPONSORSHIP
property

3. repucom.net
MEASUREYOURSPONSORSHIPRETURNPROPERTYSELECTIONANALYSIS
THEOUTPUTS THEOUTPUTS
Sponsorship is becoming a key part of the marketing mix with the importance placed on
accountability greater than ever. The Sponsorship Performance Measurement System
is a single approach to calculate the value of your sponsorship from all perspectives.
The measurement system helps sponsors to gather, generate and understand all of
the data sources available to them to demonstrate the return on objectives, investment,
leverage and assets.
Selecting the right sponsorship property is crucial to the efficiency and effectiveness of
sponsorship campaigns. With the right property, sponsors dramatically improve their chances
of meeting and exceeding their KPIs and receiving a greater return on investments.
Repucom’s property selection analysis enables brands to make clear and informed decisions
through assessment of the sponsorship landscape against a defined set of criteria and
identification of the most appropriate portfolio of key properties.
SPONSORSHIP
STRATEGY
SELECTION
PERFORMANCE
EVALUATION
COMPARE
Key properties, other potential
partnerships and competitors
FACILITATE
Informed commercial decisions
on a local and global level
UNDERSTAND
how to reallocate your
sponsorship budget
MAXIMIZE
the return of sponsorship campaigns
OBTAIN
fact-based insights to report
the sponsorship return internally
IDENTIFY
The most appropriate sponsorship
engagements according to brand,
audience and business fit
IDENTIFY
key areas of improvement
STREAMLINE
Your sponsorship portfolio

4. repucom.net
PROPERTYSELECTIONANALYSIS
» Which properties are most popular amongst each target audience in each country?
» Which Passion Categories do these properties fall into?
» What potential for activation (advantages/ benefits/ rewards) do these properties offer?
» Opportunities to leverage sponsorship in order to increase spend in key categories
» Best media coverage/ exposure
» Best impact on brand preference and image
» Best possibilities for activation
» Best cost/ benefit ratio
» Fully tailored user friendly reporting
tool displaying all scorecards in a visually
appealing manner
IDENTIFICATIONANDEVALUATIONOFAPPROPRIATEPROPERTIES SponsorshipPerformanceMEASUREMENTSystem
» Business & marketing
objectives
» Target markets
» Media footprint
» Brand
» Target audience(s)
» Media ROI
» Cost-Value Ratio
» Property availability
» Competitor activity
BENEFITS
» MODULAR » FLEXIBLE » USER FRIENDLY
Modules can be selected
independently, according
to client needs
Every module is reviewed
with our clients to include
the most relevant metrics
to their business and
objectives
Performance index metho-
dology allows the client to
understand and compare
values, easier and quicker
Preferred Categories
Platform
Property
DETAILED ANALYSIS1
FIT1 VALUE2 CONTEXT2
RECOMMENDATIONS2 REPORT DASHBOARD3
MEASUREYOURSPONSORSHIPRETURN
ROI (Return On Investment)
ROl (Return On Leverage)
ROo (Return On Objectives)
ROA (Return On Assets)
A combination of standard and customised metrics are developed in collaboration with the client.
Calculated through evaluation of
both tangible and intangible assets
Based on 4 main KPI categories:
Opportunity to see, awareness,
impact and engagement
Understand the effectiveness of
activation campaigns against set
objectives along B2B, B2C
and B2E
Assess the return on assets based
on usage and performance of assets
SPONSORSHIP PERFORMANCE MEASUREMENT SYSTEM
THEFRAMEWORK THEFRAMEWORK

5. We Watch.
We Listen.
We Ask.
We bring together over 25 years of expertise in sports marketing research.
As the global market leader in our industry, we offer a single source of thought
leading solutions in research and consultancy.
uk@repucom.net
+44 (0) 207 221 7040
repucom.net
@RepucomUK
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