With the acquisition of SponsWatch, Blauw introduces a new standard for sponsorship measurement: from visibility and media value to brand impact and purchase behaviour in one integrated system.
Blauw today announces the acquisition of a majority stake in SponsWatch, a leading Stockholm-based AI-driven sponsorship media analytics platform. The acquisition combines two complementary organisations to create the first fully integrated sponsorship intelligence platform connecting media exposure, brand impact, brand associations, and business outcomes.
This marks a step-change for the sponsorship industry, which has long relied on fragmented measurement approaches.
The sponsorship industry increasingly demands a more complete understanding of performance and return on investment. Historically, sponsorship exposure, brand impact, campaign effectiveness, and business outcomes have often been measured separately, resulting in fragmented insights for brands and rights holders.
The combination of SponsWatch and Blauw’s sponsorship impact methodology addresses this challenge by bringing together advanced media analytics and sponsorship effectiveness research into a unified offering.
SponsWatch specialises in measuring sponsorship exposure value across media channels and platforms through computer vision, artificial intelligence, and cross-platform data ingestion. The platform quantifies sponsor exposure across video, image, text, and audio environments — including television, streaming services, social media, websites, podcasts, and other digital channels — and translates those exposures into standardised monetary valuations based on actual reach and effective advertising rates, using industry-recognised methodologies.
Blauw Sponsorship Impact specialises in measuring sponsorship effectiveness through continuous consumer research and KPI tracking. The agency measures sponsorship impact through continuous consumer research, evaluating brand impact across key indicators including brand awareness, favourability, emotional engagement and purchase behaviour.
Together, the combined organisation will provide clients with a complete view of sponsorship performance across the full value chain — from exposure and attention to emotional impact and commercial outcomes.
“The acquisition of SponsWatch represents a highly strategic step in our ambition to strengthen our leadership position in sponsorship intelligence. Most players in the sponsorship market measure either visibility or impact, but the real value lies precisely in the combination.” said Tim Koekkoek, Partner at Blauw.
“From the first conversations, it was clear that our companies shared the same ambition: to help brands and rights holders understand and maximise sponsorship performance. SponsWatch brings exceptional technology and capabilities that perfectly complement our expertise in sponsorship effectiveness research.”
“This is a very exciting moment for us and for our clients,” added Mauricio Torres Leclerc, Founder of SponsWatch.
“From day one, our ambition has been to bring greater transparency, consistency, and innovation to sponsorship measurement. By joining forces with Blauw, we are creating something the industry has been missing: a complete view of sponsorship performance, from exposure and attention to brand impact and business outcomes.
“Together, we can help brands and rights holders understand not only what sponsorship delivers, but why it works and how to unlock even greater value from their investments.”
In addition, both organisations are developing new Sponsorship Impact KPIs in collaboration with academic partners, designed to make sponsorship effectiveness more predictable, measurable, and actionable.
Over time, the new end-to-end sponsorship intelligence platform will also be connected to Echo, Blauw’s cross-media measurement platform. This will enable sponsorship activations and campaigns to be validated on a single-source basis, allowing brands to understand the deduplicated reach of sponsorships, media campaigns, and activations within a unified measurement framework.
With offices in Rotterdam, Stockholm and Madrid, the combined organisation unlocks strong strategic and commercial synergies through complementary capabilities, enhanced datasets, expanded international reach, and accelerated innovation in sponsorship analytics and marketing effectiveness. Financial details of the transaction will not be disclosed.
-ENDS-
About Blauw
Blauw is an independent research and advisory firm specialising in brand tracking, marketing effectiveness, sponsorship research and advertising effectiveness measurement. Through continuous tracking programmes, advanced analytics and innovative measurement methodologies, Blauw helps organisations make their marketing and communications strategies more effective. Blauw’s Sponsorship Impact practice measures the real impact of sponsorship at brand and behavioural level. More information: www.blauw.com
About SponsWatch
SponsWatch is a Stockholm-based sponsorship intelligence technology company that helps brands and rights holders maximise sponsorship value through AI-powered media measurement and actionable insights. More information: www.sponswatch.com
For more information
Tim Koekkoek
Partner, Blauw
Mauricio Torres
Founder, SponsWatch
