Sponsorship Monitoring

Sponsorship monitoring involves the systematic tracking, evaluation, and analysis of sponsorships undertaken by a company or organization. It aims to assess the effectiveness of sponsorships in achieving marketing objectives, brand visibility, and return on investment (ROI).

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What is Sponsorship Monitoring?

This process involves monitoring sports events (like rugby, soccer, and cricket matches) for any mention of a sponsor’s name or logo. We then provide metrics like brand exposure, audience engagement, media coverage, and financial outcomes. By analysing these metrics, businesses can make informed decisions about their sponsorship strategies, optimize their sponsorships for maximum impact, and justify their investment in sponsorship activities.

    Sports Attire Sponsorship

    We track the exposure of sponsor logos on sports team uniforms during matches. This includes monitoring the visibility of sponsorships on the front, back, and sleeves of players’ attire, as well as measuring the airtime these logos receive throughout the event.

    Stadium Sponsorship

    We monitor and analyse stadium advertising during sports events. This includes tracking the visibility and airtime of advertisements on various platforms such as LED boards, static banners, and digital displays. We measure the exposure and prominence of these ads throughout the venue during matches.

    Field Sponsorship

    We track sponsorship visibility during sports events, focusing on field advertisements and interview backdrops. This includes monitoring logo placement on playing surfaces, sideline displays, and press conference backgrounds. We measure exposure time and prominence of these sponsorships during gameplay and media interactions.

    The Importance of Sponsorship Monitoring?

    1. ROI Assessment

    It helps businesses evaluate the return on investment (ROI) of their sponsorship activities.

      2. Effectiveness Evaluation

      Sponsorship monitoring allows organizations to assess the effectiveness of their sponsorships in achieving marketing objectives, such as brand awareness, brand loyalty, and customer engagement.

        3. Strategic Decision-Making
        Monitoring sponsorship activities provide valuable insights that inform strategic decision-making. By analysing data on audience reach, engagement levels, and brand visibility, companies can make informed decisions about which sponsorships to pursue, which to renew, and which to discontinue.
          4. Optimization Opportunities
          Sponsorship monitoring identifies areas for improvement and optimization. By understanding what works and what doesn’t in their sponsorship endeavours, businesses can refine their strategies, allocate resources more effectively, andenhance the overall impact of their sponsorships.
            5. Risk Management
            Monitoring sponsorships allow organizations to identify and mitigate risks associated with their sponsorship activities. This includes managing negative publicity, addressing issues with sponsor-partner relationships, and safeguarding brand reputation.
              6. Accountability and Reporting
              Sponsorship monitoring provides the data needed for accountability and reporting purposes. It enables companies to demonstrate the impact of their sponsorships to stakeholders, including executives, shareholders, partners and sponsors themselves.
                7. Competitive Benchmarking
                Competitive benchmarking in sponsorship monitoring involves comparing an organization’s sponsorship activities with those of it’s competitors. This practice helps businesses:

                • Understand industry trends and best practices.
                • Identify strengths, weaknesses, and areas for improvement.
                • Set performance standards and goals.
                • Gain inspiration for innovation in sponsorship strategies.
                • Explore collaboration opportunities.
                • Foster a culture of continuous improvement.

                What information is provided with Sponsorship monitoring?

                1. AVE Values monthly and daily.
                2. Daily Unique Browsers
                3. Monthly Unique Browsers
                4. Popularity of the source.
                5. Country of origin.
                6. Audience.
                7. Link to the article.
                8. Link to share the article.

                How does Novus Group deliver Sponsorship monitoring?

                1. Email Alerts.
                2. Online Dashboards.
                3. Monthly Reports.
                4. Event Reports.
                5. Tailor-made options.
                6. 24hr Help Desk.
                7. Dedicated Account Manager.