Case Study - Brands - Sponsorship Evaluation
Sponsorship Effectiveness Studies
Our Challenge
To understand if a sponsorship could drive incremental customers based on the overlap between its target market and the fan base of the sports team, and wider sport.
A US Sports Fashion brand is the sponsor of a high-profile global sports team. The new CEO of the brand wanted to understand whether this sponsorship had the potential to drive incremental customers based on the overlap between its target market and the fan base of the sports team, and wider sport.
Our Solution
Gemba undertook two projects for the US Brand; proprietary analysis and bespoke research
Gemba undertook two projects for the US Brand. It first used its proprietary research to analyse the overlapping fan bases of the sport, sports team and the target market of the brand, to identify the potential incremental fan base the sponsorship could reach, with a particular focus on the USA, China and the UK.
Gemba then undertook a second bespoke piece of research to understand the cut through of the sponsorship with its target audience, comparing brand awareness, consideration and familiarity for the brand amongst those aware and unaware of the sponsorship. Gemba also provided a comparison of the performance of the brand vs its competitor set amongst its target audience.
Partnerships
Working With Global Brands
Other Case Studies for Brands
Other Case Studies for Brands
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