Audience insights and sports research firms partner to provide team and brand clients data-driven insights on sponsorship effectiveness and fan experience
Fizziology, a social media research and analytics firm, announces its Sponsor Breakthrough offering in partnership with fellow MarketCast Group company Turnkey Intelligence, a preeminent sports research and advisory firm. The Sponsor Breakthrough offering, which analyzes both historical sponsorship research metrics and social media conversation, allows brands to measure and evaluate the impact of sports sponsorships.
“We have more than 12 years of historical data that paints a great picture of fan behavior and attitudes towards sponsors across sports and entertainment,” said Haynes Hendrickson, general manager at Turnkey Intelligence. “With Fizziology, we’re upping the ante — adding rich social insights to create a holistic view that fuels successful sponsorship decisions.”
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Turnkey Intelligence has been providing best-in-class, independent research to teams, leagues and brands for more than 20 years. The company’s full suite of data-driven services, including fan experience tracking, sponsorship valuation and measurement, ticketing strategy, and creative/media optimization are now made more powerful with rich insights from fan conversations happening online. Fizziology’s proprietary technology enables brands to drill down on organic, fan-driven conversations that matter, giving brands an inside look at their perception among individual sports enthusiasts.
Brands can expect to receive findings on unaided sponsor recall, official sponsor status, and sponsor recall across leagues. Recent, unreleased findings from a 2018 NBA Sponsor Breakthrough study include:
- NBA team jersey patch sponsors (GE, Goodyear and Stubhub) generated sponsor association rates similar to or better than official league sponsors (Kia, Mobil, Verizon, and Kumho) despite the smaller spend
- Nike dominates in unaided sponsor recall across the NBA. The brand is consistently identified more frequently than both Under Armour and Adidas, regardless of apparel sponsorship status
- (2017) Fans of Major League Soccer are most likely to support brands that are official league sponsors (75 percent), followed by NASCAR and the NHL
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“In conjunction with Turnkey Intelligence, we’re deepening the understanding that brands and sports leagues have of their fans,” said Rich Calabrese, executive vice president at Fizziology. “Social data provides an unedited, real-time look into fan feedback. We’re looking forward to working with Turnkey to continue helping brands gain loyalty with customers through these insights.”
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