Sponsoring Insights

UNLOCK THE TRUE VALUE OF SPONSORING

BLAUW SPONSORING RESEARCH...

  • Proves and improves ROI
  • Generates new ideas for activation programs
  • Simplifies strategic sponsorship decisions
  • Increases the value of sponsorship in marketing campaigns
  • Reduces budget wastage on sponsorship rights
  • Creates alignment and support in the boardroom

WE CHALLENGE CONVENTIONAL THINKING

For too long, sponsors have assumed that simply using the rights acquired in a sponsorship package will lead to increased visibility and fan engagement. That is like producing a TV commercial, broadcasting onTV and sitting back to watch sales increase. Neither are likely to happen.

Understanding emotional connections allow brands to develop more inspiring campaigns using proprietary data that leads to personalized fan experiences which are essential to create sustainable long term value.

Our products and services deliver critical insights to embrace and personalize these connections.


OUR EXPERTISE


Our mission is to help clients unlock the true value of sponsoring by understanding the emotional connection between brands and communities. We aim to prove and improve the level of engagement between the sponsor and its audience. We achieve this by applying leading research techniques and models such as online real time monitoring, online dashboards, at-the venue or on-the-spot evaluations (iBeacon and WiFi tracking), deep dive target analysis, social media listening and co-creation workshops.

CLIENTS AND WORK

OUR WORK

UEFA Champions League sponsoring effectiveness study

We have been helping sponsors understand the positive effects of the UEFA Champions League sponsoring since 1999. The insights provided by Blauw have contributed to increased awareness, engagement, loyalty and purchase levels amongst football fans. Currently Heineken, PepsiCo and Nissan are our partners in this research.

ADDED VALUE

OF BLAUW

Measuring and understanding

emotional connections requires

specific expertise. Four reasons to

partner with Blauw:

 

 

INSIGHTS FOR OUR CLIENTS




CASES: 1. EFFECT STUDIES

Our sponsoring effect studies provide insight in the evaluation and impact of the sponsorship on therelationship of consumers with the brand of the sponsor. The results allow sponsors to set objectives and to optimize the activation of their sponsoring in order to create valuable connections with their audience. Read more >>


CASES: 2. CO CREATION

Our co-creation workshops with gamification approach (‘Let’s Play’) give insight in the possibilities for activating a (new) sponsorship. The Let’s Play design allows us to generate ideas together with the target audience about the development of sponsoring campaigns. The workshops result in relevant and credible directions for developing sponsoring campaigns that appeal to the target audience and therewith improve the impact of the sponsoring. Read more >>


CASES: 3. FANBASE INSIGHTS

Segmentation/profiling of fan bases helps sport organizations and sponsors to better target products and communications and to improve fan experiences. It allows the development of more specific and better sponsoring propositions. Herewith the insights contribute to a stronger connection with the most valuable target audience: fans. Read more >>

FANSHIPLEVEL

MODEL

We use our proprietary FanshipLevel (FSL) Model to analyse behaviour of sports fans. Through this segmentation model we can isolate sponsoring effects by benchmarking different FSL levels with the general population (or specific client target audiences). The model (developed in cooperation with Heineken) has been successfully used to evaluate sponsorships on a strategic level for a wide range of companies, such as Nissan, Heineken, PepsiCo, ABN AMRO, Volvo, Rabobank. 

Insight in sponsoring effects

The model is based on a person’s engagement with a specific sponsoring domain. The higher one’s engagement, the bigger the chance of recognition of the sponsor and from there the likeability that the sponsorship influences attitude and behaviour towards that brand.


Eva Gerritse

Consultant Sponsoring & Sport

Contact Eva Gerrise:

+31 611 355 095

Eva.Gerritse@blauw.com

ABOUT BLAUW RESEARCH

For almost 25 years, we have been researching emotional connections between people and brands, products and experiences. Today, with over 70 researchers, Blauw offers innovative research solutions, broad expertise and enthusiasm to bring our clients closer to success. Our clients know that working with us means state-of-art research solutions providing actionable advice.


Two key questions:

1: DO YOUR BRANDING, MARKETING COMMUNICATION AND CUSTOMER EXPERIENCE PROGRAMS HAVE A POSITIVE EFFECT ON EMOTIONAL CONNECTIONS WITH YOUR STAKEHOLDERS?

2: AND CONSEQUENTLY, HOW CAN WE INCREASE THE POSITIVE EFFECTS?