Benedikt Becker
Marketing Director
In brief, what does Shikenso Analytics do, and what is your approach to sponsorship and partnerships?
At Shikenso Analytics, we focus on the science so the industry can focus on the art. Sponsorships are complex, and we simplify that complexity with AI-powered sponsorship analytics.
Our mission is simple: to help brands and rights holders understand the true value of their partnerships, enabling them to act on real-time insights rather than relying on outdated PDF reports.
What approach differentiates Shikenso and makes your sponsorship strategy unique?
We started building AI tracking technologies seven years ago, even before “AI” was a buzzword. Starting in the high-speed, all-digital esports world, we had to deliver results in an industry that demanded precision and speed.
Today, we’ve brought that expertise to traditional sports, where the demand for data accuracy and immediacy has skyrocketed.
We’re proud to work with The Belgium Pro League and its 29 clubs, and the German Football League (DFL), while partnering with industry leaders like GroupM and Fuse and brands such as KitKat, Aldi and Red Bull.
Our AI-powered solutions give clients a crystal-clear understanding of their sponsorship performance, so they can focus on building authentic, high-impact partnerships.
What do you see as current trends within sponsorship, and how are they affecting how you work and how you deliver on strategy?
Let’s be honest: the sponsorship industry is overdue for a wake-up call. It’s 2024, and while drones can deliver pizzas in minutes, it still takes 2-3 months to produce a sponsorship report. That’s simply unacceptable.
We’re here to change the game. Our clients get immediate access to sponsorship and social media data through our interactive 360° dashboard. We give brands and rights holders the tools to evaluate their sponsorships at a granular level, from drill-down analyses to segmentation insights, all with the speed and accuracy they need to make informed decisions.
No waiting, no fluff — just log into your dashboard and see the results.
How do you feel sponsorship has changed in recent years, and what predictions can you make about how it will change in the next five years?
The role of sponsorships has shifted dramatically. Looking at the Best Global Brand Index 2024 you see 93 of the top 100 brands actively engage in sponsorships. Why? Because sponsorship is one of the most powerful ways to stay relevant in a world saturated with ads and short attention spans.
But the future demands more than just visibility. Brands will need to think holistically, measuring not only what’s visible but also what’s legible, audible. Sponsorship intelligence will evolve to capture the full spectrum of engagement, and tools like ours enable brands to see the bigger picture without missing the fine details.
