The Measurement Series of ESA webinars is designed to investigate the main challenges in sponsorship measurement, the different approaches and methodologies that can be used and to showcase best practice examples of effective sponsorship measurement.
Join us for three separate sessions as we help ESA members get to grips with sponsorship measurement.
In this session with measurement specialists, we will discuss the different approaches to measurement, how to start an effective measurement programme that integrates with wider business measurement and what business KPIs we should be measuring and how.
Hosted by Sophie Morris, ESA Board Director, these three sessions will provide a topical discussion and debate around one of the most seemingly troublesome areas of sponsorship management.
Joining Sophie on the Specialists’ Panel are:
- Sandra Greer – Head of Insight, MKTG
- Samantha Lamberti – Managing Director, Nielsen Sports Southern Europe
- Daragh Persse – Managing Director, The Brand Fans
- Conrad Wiacek – Head of Sport Analysis and Consulting, Global Data
Sandra Greer
MKTG
Sandra Greer is Head of Insight at MKTG, the specialist sports + entertainment agency of Dentsu, supporting the team and working directly with clients focusing on insight, strategic planning, evaluation and performance measurement. She works across the planning process from Objectives through to Performance with the emphasis on an understanding of audiences, lifestyles and the buying journey, to help build the core strategic approach.
Sandra has extensive experience of the sports and entertainment industry and develops inspirational evaluation tools and services to provide an integrated offering to clients both within the MKTG and Dentsu network, and externally.
Samantha Lamberti
Managing Director, Nielsen Sports Southern Europe
Samantha joined Nielsen Sports in 2013 as a Consultant and has focused on helping clients transform insights provided through our data into actionable solutions to strategically drive business results.
In her time at Nielsen Sports, Samantha has led client engagements with top global clients including Formula 1, City Football Group and Asics. Today she is managing director of the Southern Europe region for Nielsen Sports.
Previously, Samantha has gained experience with Accenture in Rome and New York, working extensively in the TMT and with 3H Partners, a boutique strategy consulting firm in London, working across different industries.
Daragh Persse
Managing Director, The Brand Fans
Daragh Persse is a sponsorship specialist and Founder of The Brand Fans, an international independent sponsorship and cause marketing consultancy based in Dublin. Daragh was previously Global Sponsorship Director at Vodafone working with UEFA Champions League, Formula 1, Manchester United, England Cricket and numerous music artists, festivals and events. Daragh pioneered the development of a proprietary model for the evaluation of sponsorship properties on behalf of brands and rights holders. The Brand Fans work with numerous partners including Heineken, Santa Rita, Virgin Media, Energia, Barclays, AIG, Live Nation, Betway, Bacardi, IRFU, FAI and Leinster Rugby, working across strategy, planning, rights negotiation, activation and evaluation.
Conrad Wiacek
Head of Sport Analysis and Consulting, Global Data
Conrad leads the Analysis and Consulting team for GlobalData Sport, formerly Sportcal, where he is responsible for all content and analysis. His previous experience has seen him work with WPP-owned Kantar Media where he specialized in measuring the impact and value of commercial programmes in sport. Clients included the likes of Premiership Rugby and various associated clubs, FINA, Matchroom, Dentsu and Allianz. Prior to that (and a first stint at Sportcal), Conrad worked at Pearlfinders Sport, providing sponsorship intelligence to rights holders, sports teams and brands, working with the likes of Bundesliga and the UCI helping to develop their partner network.
Sophie Morris – HOST
ESA Board Director and Strategic Marketing & Sponsorship Director, Millharbour Marketing | (@SophieLJMorris)
Sophie has been developing and implementing marketing strategies for the last 20 years with Director-level experience in financial services.
She now runs Millharbour Marketing, a strategic marketing and sponsorship consultancy, focused on designing research-led business processes and tools for rights holders and sponsors that improve efficiency, relevance and commercial performance.
Sophie is a Chartered Marketer, a Fellow of the Chartered Institute of Marketing, an ESA Board Director, an Advisory Board Member of the Institute for Sport Business at Loughborough University London, a Lecturer and Strategic Sponsorship Programme Developer for Loughborough University London, an Advisory Board member of the Danish Sponsorship group ‘SPOT:ON Club’, a judge of the UK, Belgian and Slovenian Sponsorship awards, is a Business Ambassador (Partnerships Management) for School of Hard Knocks charity, co-founded ESA’s National Representatives workstream, and is an International Speaker on marketing and sponsorship topics.
About #ESAwebinar events
ESA’s mission is to inspire, unite and grow the sponsorship industry. As the COVID-19 pandemic continues to cause unprecedented disruption to the sports and entertainment industry, it has never been more vital that the sponsorship community has access to informative, relevant and inspiring content.
Which is why ESA launched the #ESAwebinar series – a regular series of masterclasses, Q&A discussions and other insightful content designed to educate and unite the sponsorship community, despite our physical distance.
The webinar recording is available exclusively to ESA members in our website video resources.
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