In order to keep up with changes in consumer behavior, deals between sponsor brands and sports properties have begun to evolve, with new metrics and KPIs being incorporated to address the brand’s objectives. With the performance-based sponsorship model, sponsor brands set certain objectives that sports properties are incentivized to meet and exceed, such as on-field metrics like wins or playoff appearances and off-field metrics like certain levels of engagement on social media or increased brand awareness within that market. The properties are then paid when they reach the goals set by the sponsor.
Register to listen to our recent discussion with the experts from New Balance and Hookit who examine performance-based sponsorships in practice. The conversation covered the following topics:
- How brands are using their sponsored properties and influencers to drive sales
- How brands are tracking sales related to promotions from their sponsored properties and influencers
- Metrics brands are using to grade sponsorship investments
- What’s next for sponsorship measurement and technology
Marianne McLaughlin, Senior Manager, Global Consumer Insights @ New Balance
Kimberly Cook, Chief Revenue Officer @ Hookit
Daniel Kaufman, Managing Director, SportTechie (moderator)
With hundreds of sponsored athletes and influencers across dozens of teams and sports, including Liverpool FC, World Champion runner Emma Coburn, and Dustin Pedroia of the World Champion Boston Red Sox, New Balance has one of the broadest sponsorship portfolios of all brands in sports.
A pioneer in the spontech space, Hookit is the leading single source platform for quantifying sports sponsorship value across all forms of media. Hookit works with brands and rights holders to expand their sponsorship intelligence, allowing them to buy and sell sponsorships more effectively. To learn more, visit Hookit.
This post originally appeared on SPORTTECHIE