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Sponsorship ROI Case Study - Football Property

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A case study on providing sponsorship ROI for a property to three sponsors.

In this case it is football but the principal is the same for various property types.

Published in: Business, Economy & Finance
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Sponsorship ROI Case Study - Football Property

  1. 1. Sponsorship ROI Case Study for A Football PropertyWednesday, September 21, 2011
  2. 2. Objective and Approach Total sponsorship $2,800,000 Objective Demonstrate the value of the investment to three sponsors of the football property. Approach SponsorMap survey tool to provide market based estimates of consumer response.Wednesday, September 21, 2011
  3. 3. Sponsorship ROI For a Football Property (1) Main Property Sponsors Sponsor Investment Insurance Sponsor $800,000 Providing sponsorship ROI for a football property for three sponsors. Automotive Sponsor $800,000 Total sponsorship $2,800,000 Telco Sponsor $1,200,000Wednesday, September 21, 2011
  4. 4. Sponsorship ROI For a Football Property (2) Main Property Sponsors Total Market for Each Sponsor (Consumers/Customers) Insurance Sponsor Measure each sponsor’s 2,800,000 target market to determine the total number of 2,800,000 customers for each sponsor. Automotive Sponsor Total adult population 5.72 million 3,400,000 Survey shows that: - 49% buy insurance - 59% car buyers 3,400,000 - 73% mobile phone users Telco Sponsor Source” SponsorMap survey of n=500 adults 16-55 years 4,200,000 4,2000,000Wednesday, September 21, 2011
  5. 5. Delighted/Very Thankful Total Market for Each Sponsor Aware of Sponsorship Sponsorship Insurance Sponsor 1,008,000 403,000 (36% insurance buyers) 2,800,000 2,800,000 Automotive Sponsor 1,258,000 (37% car buyers) 503,000 3,400,000 Telco Sponsor 1,722,000 (41% mobile phone users) 689,000 4,2000,000 Survey results weighted to census population 16-55 years. Gratitude Index.- Prompted Sponsor Recall. Gratefuls For each of the sponsors, over 1 million of their total market are aware of the sponsorship and over 400,000 are delighted/very thankful with their involvement with the propertyWednesday, September 21, 2011
  6. 6. Sponsorship ROI Funnel Passionate Fans Top Sponsorship Property Passionates Aware Consideration Total Market for Each Sponsor Insurance Sponsor 504,000 420,000 102,000 2,800,000 Automotive Sponsor 646,000 517,000 93,000 3,400,000 Telco Sponsor 756,000 605,000 158,000 4,2000,000 Football Property Fans Considering Sponsors Passionate Fans aware of Sponsor Passionates/Fans Products/Services Of the football fans, 102,000 are considering insurance from the insurance sponsor, 93,000 are considering the automotive sponsor and 158,000 the telco sponsor.Wednesday, September 21, 2011
  7. 7. Sponsorship ROI Overall Results Sponsor Awareness Sponsor Gratitude Fans Consideration Sponsor Investment Buying Sponsors Products/Services Very thankful/Delighted Buying Sponsors Products/Services Total Cost per Total Cost per Cost per Insurance Sponsor Total Sponsor Recall Gratitude Customer Lead 1,008,000 $0.79 403,000 $1.99 102,000 $7.84 $800,000 Automotive Sponsor 1,258,000 $0.64 503,000 $1.59 93,000 $8.60 $800,000 Telco Sponsor 1,722,000 $0.70 689,000 $1.74 158,000 $7.59 $1,200,000 The football property can demonstrate the return on investment for all three major sponsors in clear market based financial terms.Wednesday, September 21, 2011
  8. 8. Contact Us Nicholas Cameron Director SponsorMap 616 Corporation Way, Suite 2-4000 Valley Cottage, NY 10989 Tel (917) 675-3403 info@sponsormap.com www.sponsormap.comWednesday, September 21, 2011

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