By Brons Sports · Updated
MEASURE SPONSORSHIP AND EVALUATE THE IMPACT
Measuring sponsorship means following up the sponsorship's effect against the goals set – for example reach, exposures, awareness, consideration, likeability, engagement, leads and sales. ROI on sponsorship compares the value the sponsorship creates with the total cost, including activation.
What should you measure – and how does ROI differ from reach?
Start with the goal and carry out a baseline measurement before launch. Choose a small number of metrics: awareness, engagement, customer relationships, leads, sales or employee engagement. Reach shows that you reach people, not automatically that behaviour or business has changed.
Financial ROI compares the net economic contribution that can be attributed to the partnership with the full investment, including rights and activation. If the economic effect cannot be isolated, report goal achievement and uncertainty instead of calling estimated media value a profit.
Brons Sports does not carry out measurements on its own. We use external providers such as Nepa, Sifo, Upplevelseinstitutet, Nilsens Sport and IRM, and help you choose a method based on the goals, interpret the results and use them in the next decision.
Impact measurement & follow-up
Who it is for
Companies and rights holders who want to know what the sponsorship delivers.
The problem we solve
Without measurement it is impossible to demonstrate value internally or improve the partnership.
How we work
- – Baseline measurement and metrics linked to the goals
- – Measurement via external providers such as Nepa, Sifo, Upplevelseinstitutet, Nilsens Sport and IRM
- – Follow-up on reach, brand and business impact
- – Report and recommendations for the next period
What you can expect
A report that shows what the sponsorship has delivered and what should change.
From baseline measurement to follow-up
Set goals
Decide what the sponsorship should influence and how it should be measured.
Baseline measurement
Measure the starting point before launch so the change can be seen.
Choose metrics
For example reach, exposures, awareness, engagement, leads, sales and employee metrics.
Collect data continuously
External providers such as Nepa, Sifo, Upplevelseinstitutet, Nilsens Sport and IRM gather the data; we follow campaigns, social media, events and sales throughout the period.
Calculate value and cost
Compare the value created with the cost of the rights, activation and internal time.
Evaluate and adjust
Use the result to improve activation and the next agreement.
Common mistakes.
- Only starting to measure once the contract has ended.
- Only counting exposure and ignoring business effects.
- Not including the activation cost in the ROI calculation.
- Measuring too many things with no link to the goals.
Checklist.
- Goals linked to the business
- Baseline measurement
- Selected metrics
- Responsibility for data collection
- Total cost including activation
- Annual follow-up
How we work
Measurement starts before the agreement is signed. We set goals and metrics together with you and carry out an annual follow-up based on the goals. The actual measurements are carried out by external providers such as Nepa, Sifo, Upplevelseinstitutet, Nilsens Sport and IRM – we choose the method, coordinate and interpret the results.
How the method is used in practice
FAQ.
01What is a good metric for sponsorship?
The metric that best reflects your goal. If you want to increase awareness, measure awareness; if you want to sell more, measure leads and sales. A few metrics are often combined.
02How do you calculate media value?
By estimating what the equivalent exposure would have cost to buy in the same channels. Media value is a complement, not the whole value.
03How often should sponsorship be followed up?
Continuously throughout the period, with a combined evaluation at least annually.
04Who carries out the measurements?
Brons Sports does not carry out measurements on its own. We use external providers such as Nepa, Sifo, Upplevelseinstitutet, Nilsens Sport and IRM, and help you choose a method, read the results and use them in upcoming decisions.