Kindred Group undertook a project of work to bring data and insight into the heart of sponsorship decision making as well as to measure sponsorships effectively and consistently. To achieve this Nielsen Sports built a custom portal delivering a sponsorship selection model and property evaluation covering over 25 properties and 10 markets.
The project involved proprietary fan research to understand sport interest and betting behaviours, building a selection model incorporating over 15 measures per property type and ongoing evaluation of Kindred’s portfolio of sponsorships.
In order to future proof the sponsorship selection model, property and level of partnership archetypes were created to enable Kindred to quickly and effectively assess sponsorship propositions.
The results of the project are that Kindred’s global and local teams are now using the online platform as well as Nielsen Sports expertise to inform sponsorship selection, as well as optimise existing sponsorships. This includes:
– Increase spend efficiency on potential properties based on return in key and active markets
– Combining measures such as tangible media value and sponsorship impact has revealed where the brand utilised in the sponsorship can be changed to optimise the cut through of the sponsorship
– Continuous analysis over 2020 to inform Kindred of the impact of Covid on their sponsorship properties.
The project has enabled the Kindred global sponsorship team to become a central hub to provide data driven decision making for local market sponsorships.
