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