Sponsorship's Return - Financial Analysis Example

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An example of detailed financial analysis of sponsorship ROI for European football sponsor.

Methodology is based on a market based ROI.

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Sponsorship's Return - Financial Analysis Example

  1. 1. A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in key market segments. The key sponsorship objectives were as follows: - To improve brand advocacy (Recommendation) - To improve card loyalty - To improve positioning as the card for travel Stage 1 - Sponsorship Engagement Stage 2 - Return on Sponsorship KPIs By weighting the survey results to project the total market we can conclude that nearly 8.5 million bank customers are passionate about the sponsored property. Nearly six million (5,716,780) can recall the bank as a UEFA sponsor and 2.3 million bank customers are delighted that the bank is sponsoring UEFA. Stage 3 - Sponsorship Driven ROI - Loyalty Example Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this example, there is increased loyalty to the bank from 343,000 bank customers based on the research findings. A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in key market segments. The key sponsorship objectives were as follows: - To improve brand advocacy (Recommendation) - To improve card loyalty - To improve positioning as the card for travel Stage 1 - Sponsorship Engagement Stage 2 - Return on Sponsorship KPIs By weighting the survey results to project the total market we can conclude that nearly 8.5 million bank customers are passionate about the sponsored property. Nearly six million (5,716,780) can recall the bank as a UEFA sponsor and 2.3 million bank customers are delighted that the bank is sponsoring UEFA. Stage 3 - Sponsorship Driven ROI - Loyalty Example Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this example, there is increased loyalty to the bank from 343,000 bank customers based on the research findings. Case Study - Football Sponsorship for Financial Sector Sponsor A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in key market segments. The key sponsorship objectives were as follows: - To improve brand advocacy (Recommendation) - To improve card loyalty - To improve positioning as the card for travel Stage 1 - Sponsorship Engagement Stage 2 - Return on Sponsorship KPIs By weighting the survey results to project the total market we can conclude that nearly 8.5 million bank customers are passionate about the sponsored property. Nearly six million (5,716,780) can recall the bank as a UEFA sponsor and 2.3 million bank customers are delighted that the bank is sponsoring UEFA. Stage 3 - Sponsorship Driven ROI - Loyalty Example Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this example, there is increased loyalty to the bank from 343,000 bank customers based on the research findings. A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in key market segments. The key sponsorship objectives were as follows: - To improve brand advocacy (Recommendation) - To improve card loyalty - To improve positioning as the card for travel Stage 2 - Return on Sponsorship KPIs Stage 3 - Sponsorship Driven ROI - Loyalty Example Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this example, there is increased loyalty to the bank from 343,000 bank customers based on the research findings. By weighting the survey results to project the total market we can conclude that nearly 8.5 million bank customers are passionate about the sponsored property. Nearly six million (5,716,780) can recall the bank as a UEFA sponsor and 2.3 million bank customers are delighted that the bank is sponsoring UEFA. Stage 1 - Sponsorship Engagement We are able to use SponsorMap to analyze the increased number of bank customers stating they are more loyal to the bank. Of these, 91% can recall the sponsorship, 84% are Great Fans or Fanatics to UEFA (Passionates) and 76% were delighted with the bank for the sponsorship (Gratitude Index). These are all indications that the sponsorship was driving increases in loyalty. Sponsor Evaluation (1) Market Analysis Reach & Engagement % Total Total Market (Bank customers) 24,855,600 Passion for Property (“Passionates”) PassionIndex 34% 8,450,900 Prompted Recall of Sponsor 23% 5,716,780 Recall Sponsor Delighted with Sponsor (Gratitude Index) 41% 2,343,800 Market Analysis KPIs (Pre and Post Market Assessment) Total Market (24,855,600) Pre Post Gain % Weighted Gain Customers Base - Recall Sponsor 0% 23% +23% +5,716,780 Loyalty to Sponsor 13% 19% +6% +343,007 Brand Advocacy 23% 40% +17% +971,853 “ The card for overseas travel’ 35% 56% +21% +1,200,524 Delighted with Sponsor 0% 41% +41% +2,343,880 Market Analysis - Improvements on Sponsorship Objectives % Total Base - Increase in Bank Loyalty 343,000 Prompted Recall of Sponsor 91% Recall driven (“Passionates”) PassionIndex 84% Passion driven Delighted with Sponsor (Gratitude Index) 76% Sponsor Appreciation Driven Market Analysis Reach & Engagement % Total Total Market (Bank customers) 24,855,600 Passion for Property (“Passionates”) PassionIndex 34% 8,450,900 Prompted Recall of Sponsor 23% 5,716,780 Recall Sponsor Delighted with Sponsor (Gratitude Index) 41% 2,343,800 Market Analysis KPIs (Pre and Post Market Assessment) Total Market (24,855,600) Pre Post Gain % Weighted Gain Customers Base - Recall Sponsor 0% 23% +23% +5,716,780 Loyalty to Sponsor 13% 19% +6% +343,007 Brand Advocacy 23% 40% +17% +971,853 “ The card for overseas travel’ 35% 56% +21% +1,200,524 Delighted with Sponsor 0% 41% +41% +2,343,880 Market Analysis - Improvements on Sponsorship Objectives % Total Base - Increase in Bank Loyalty 343,000 Prompted Recall of Sponsor 91% Recall driven (“Passionates”) PassionIndex 84% Passion driven Delighted with Sponsor (Gratitude Index) 76% Sponsor Appreciation Driven Market Analysis Reach & Engagement % Total Total Market (Bank customers) 24,855,600 Passion for Property (“Passionates”) PassionIndex 34% 8,450,900 Prompted Recall of Sponsor 23% 5,716,780 Recall Sponsor Delighted with Sponsor (Gratitude Index) 41% 2,343,800 Market Analysis KPIs (Pre and Post Market Assessment) Total Market (24,855,600) Pre Post Gain % Weighted Gain Customers Base - Recall Sponsor 0% 23% +23% +5,716,780 Loyalty to Sponsor 13% 19% +6% +343,007 Brand Advocacy 23% 40% +17% +971,853 “ The card for overseas travel’ 35% 56% +21% +1,200,524 Delighted with Sponsor 0% 41% +41% +2,343,880 Market Analysis - Improvements on Sponsorship Objectives % Total Base - Increase in Bank Loyalty 343,000 Prompted Recall of Sponsor 91% Recall driven (“Passionates”) PassionIndex 84% Passion driven Delighted with Sponsor (Gratitude Index) 76% Sponsor Appreciation Driven Market Analysis KPIs (Pre and Post Market Assessment) Total Market (24,855,600) Pre Post Gain % Weighted Gain Customers Base - Recall Sponsor 0% 23% +23% +5,716,780 Loyalty to Sponsor 13% 19% +6% +343,007 Brand Advocacy 23% 40% +17% +971,853 “ The card for overseas travel’ 35% 56% +21% +1,200,524 Delighted with Sponsor 0% 41% +41% +2,343,880 Market Analysis Reach & Engagement % Total Total Market (Bank customers) 24,855,600 Passion for Property (“Passionates”) PassionIndex 34% 8,450,900 Prompted Recall of Sponsor 23% 5,716,780 Recall Sponsor Delighted with Sponsor (Gratitude Index) 41% 2,343,800 Market Analysis - Improvements on Sponsorship Objectives % Total Base - Increase in Bank Loyalty 343,000 Prompted Recall of Sponsor 91% Recall driven (“Passionates”) PassionIndex 84% Passion driven Delighted with Sponsor (Gratitude Index) 76% Sponsor Appreciation Driven
  2. 2. A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in key market segments. The key sponsorship objectives were as follows: - To improve brand advocacy (Recommendation) - To improve card loyalty - To improve positioning as the card for travel Stage 1 - Sponsorship Engagement Stage 2 - Return on Sponsorship KPIs By weighting the survey results to project the total market we can conclude that nearly 8.5 million bank customers are passionate about the sponsored property. Nearly six million (5,716,780) can recall the bank as a UEFA sponsor and 2.3 million bank customers are delighted that the bank is sponsoring UEFA. Stage 3 - Sponsorship Driven ROI - Loyalty Example Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this example, there is increased loyalty to the bank from 343,000 bank customers based on the research findings. A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in key market segments. The key sponsorship objectives were as follows: - To improve brand advocacy (Recommendation) - To improve card loyalty - To improve positioning as the card for travel Stage 1 - Sponsorship Engagement Stage 2 - Return on Sponsorship KPIs By weighting the survey results to project the total market we can conclude that nearly 8.5 million bank customers are passionate about the sponsored property. Nearly six million (5,716,780) can recall the bank as a UEFA sponsor and 2.3 million bank customers are delighted that the bank is sponsoring UEFA. Stage 3 - Sponsorship Driven ROI - Loyalty Example Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this example, there is increased loyalty to the bank from 343,000 bank customers based on the research findings. A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in key market segments. The key sponsorship objectives were as follows: - To improve brand advocacy (Recommendation) - To improve card loyalty - To improve positioning as the card for travel Stage 1 - Sponsorship Engagement Stage 2 - Return on Sponsorship KPIs By weighting the survey results to project the total market we can conclude that nearly 8.5 million bank customers are passionate about the sponsored property. Nearly six million (5,716,780) can recall the bank as a UEFA sponsor and 2.3 million bank customers are delighted that the bank is sponsoring UEFA. Stage 3 - Sponsorship Driven ROI - Loyalty Example Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this example, there is increased loyalty to the bank from 343,000 bank customers based on the research findings. Sponsor Evaluation (2) Financial Sponsorship ROI Analysis Case Study - Football Sponsorship for Financial Sector Sponsor An analysis demonstrates the contribution the the sponsorship investment has made to the financial institution through its sponsorship the the Champions League. We utilize the SponsorMap metrics in conjunction with performance indicators to conduct a financial analysis. In this case, the Champions League Sponsorship contributes at least € 12,032,937 to the bottom line. Market Analysis Reach & Engagement % Total Total Market (Bank customers) 24,855,600 Passion for Property (“Passionates”) PassionIndex 34% 8,450,900 Prompted Recall of Sponsor 23% 5,716,780 Recall Sponsor Delighted with Sponsor (Gratitude Index) 41% 2,343,800 Market Analysis KPIs (Pre and Post Market Assessment) Total Market (24,855,600) Pre Post Gain % Weighted Gain Customers Base - Recall Sponsor 0% 23% +23% +5,716,780 Loyalty to Sponsor 13% 19% +6% +343,007 Brand Advocacy 23% 40% +17% +971,853 “ The card for overseas travel’ 35% 56% +21% +1,200,524 Delighted with Sponsor 0% 41% +41% +2,343,880 Market Analysis - Improvements on Sponsorship Objectives % Total Base - Increase in Bank Loyalty 343,000 Prompted Recall of Sponsor 91% Recall driven (“Passionates”) PassionIndex 84% Passion driven Delighted with Sponsor (Gratitude Index) 76% Sponsor Appreciation Driven Market Analysis Reach & Engagement % Total Total Market (Bank customers) 24,855,600 Passion for Property (“Passionates”) PassionIndex 34% 8,450,900 Prompted Recall of Sponsor 23% 5,716,780 Recall Sponsor Delighted with Sponsor (Gratitude Index) 41% 2,343,800 Market Analysis KPIs (Pre and Post Market Assessment) Total Market (24,855,600) Pre Post Gain % Weighted Gain Customers Base - Recall Sponsor 0% 23% +23% +5,716,780 Loyalty to Sponsor 13% 19% +6% +343,007 Brand Advocacy 23% 40% +17% +971,853 “ The card for overseas travel’ 35% 56% +21% +1,200,524 Delighted with Sponsor 0% 41% +41% +2,343,880 Market Analysis - Improvements on Sponsorship Objectives % Total Base - Increase in Bank Loyalty 343,000 Prompted Recall of Sponsor 91% Recall driven (“Passionates”) PassionIndex 84% Passion driven Delighted with Sponsor (Gratitude Index) 76% Sponsor Appreciation Driven Market Analysis Reach & Engagement % Total Total Market (Bank customers) 24,855,600 Passion for Property (“Passionates”) PassionIndex 34% 8,450,900 Prompted Recall of Sponsor 23% 5,716,780 Recall Sponsor Delighted with Sponsor (Gratitude Index) 41% 2,343,800 Market Analysis KPIs (Pre and Post Market Assessment) Total Market (24,855,600) Pre Post Gain % Weighted Gain Customers Base - Recall Sponsor 0% 23% +23% +5,716,780 Loyalty to Sponsor 13% 19% +6% +343,007 Brand Advocacy 23% 40% +17% +971,853 “ The card for overseas travel’ 35% 56% +21% +1,200,524 Delighted with Sponsor 0% 41% +41% +2,343,880 Market Analysis - Improvements on Sponsorship Objectives % Total Base - Increase in Bank Loyalty 343,000 Prompted Recall of Sponsor 91% Recall driven (“Passionates”) PassionIndex 84% Passion driven Delighted with Sponsor (Gratitude Index) 76% Sponsor Appreciation Driven Sponsorship Investment Total Rights Fee to Property € 1,600,000 Sponsorship Activation € 2,900,000 Total € 4,500,000 Sponsorship Returns Performance Indicators Customer Gains Sponsorship ROI per Customer ROI per Customer Prompted Recall of Sponsor 5,716,780 € 0.79 5,716,780 bank customers are aware of the sponsorship at a cost of 0.79 per customer Delighted with Sponsor 2,343,800 € 1.92 2,343,800 customers are delighted with the banks sponsorship of the Champions League at a cost of 1.92 per customer Increased loyalty 343,007 € 13.12 Customer loyalty was improved with 343,007 customers at a cost of 13.12 per customer Brand Advocacy 971,853 € 4.63 Bank advocacy was improved with 971,853 customers for a cost of 4.63 per customer “ The card for overseas travel’ 1,200,524 € 3.75 The banks image was improved with 1,200,524 customers for a cost of 3.75 per customer Financial ROI Customer Value per bank customer € 48.20 Customer Loyalty Improvement (customers) 343,007 Total Sponsorship Contribution € 16,532,937 Financial Cost Benefit Analysis Total Sponsorship Contribution € 16,532,937 Total Sponsorship Investment € 4,500,000 Net Contribution € 12,032,937

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