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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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Case Study - Football Sponsorship for Financial Sector Sponsor
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
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
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
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)
Sponsor Evaluation (2)
Sponsorship Investment
Total
Rights Fee to Property €1,600,000
Sponsorship Activation €2,900,000
Total €4,500,000
Financial Sponsorship ROI Analysis
Case Study - Football Sponsorship for Financial Sector Sponsor
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
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.
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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