Measuring the ROI of NFL sponsorship

We used Kantar's Sponsorship Effectiveness Framework to establish the impact on brand perceptions for our client.

Challenge

Our client wanted to determine the impact on revenue driven by its NFL sponsorship program, and what the return on investment (ROI) was in terms of profits for the client and its partners.

Approach

The effectiveness of the sponsorship activation was measured using Kantar’s Sponsorship Effectiveness Framework, through the impact it had on brand perceptions and hence on usage and acquisition behaviour.

Insight

We found that the NFL sponsorship program increased the awareness and perceptions consumers had of the sponsor brand.

Impact

As a result, the sponsorship created 1.5% uplift in volume over the activation period.

This translated to a Profit ROI for our client of $0.75M and a Profit ROI for its partners of $1.51M.

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Une évaluation détaillée de l'efficacité globale des initiatives de sponsoring.