Brands Require Better Data to Make a Sponsorship Decision
Companies spent an estimated $12 billion for all sports sponsorship deals in 2010, according to IEG. That was an increase from 2009 and a trend expected to continue this year. Leading brands now invest an average of $15 million in sports sponsorships annually.
As spending increases, so does the desire for more detailed data.
James Emmett, features editor of London-based Sports Pro magazine, contends that 90 percent of the time, knowing how a sports property ranks with a specific demographic is "absolutely crucial" to a potential sponsor.
Brand executives now view sports marketing as an integrated function of the company’s overall marketing plan. They want specifics about who they will reach through a particular venue and who will be most impacted by messaging as it appears in a particular property.