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Case Study — Corporate Sponsorship Impact and Activation Assessment
Challenge
A leading sports and entertainment franchise wished to maximize its stadium sponsorship revenue.
Charlton’s Approach
Charlton designed a multi year, in venue tracking study to continuously measure sponsorship impact throughout the season. The results were assessed relative to each sponsor’s level of investment and exposure.
The study also established event attendee’s consumer behaviour in the area of specific industry categories to help identify potential sponsorship opportunities.
Corporate partner satisfaction surveys were also conducted to ensure the client was delivering value to its sponsors.
The Results
The results of the in-venue and corporate partner satisfaction studies were used to identify areas for improvement in order to maximize effectiveness of sponsorship properties in the stadium and with current partners.
The results were also used to create a successful case for renewal and, in some cases, up-selling sponsors on their existing agreement by showing the effectiveness of their sponsorship.
The results identified new opportunities for sponsorship which were also pursued successfully, making this client one of the league-leaders in sponsorship revenue.
Note — Charlton has successfully implemented similar in venue studies both domestically and abroad.
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