A case study on providing sponsorship ROI for a property to three sponsors. In this case it is football but the principal is the same for various property types.

1. Sponsorship ROI
Case Study for A Football Property
Wednesday, September 21, 2011

2. Objective and Approach
Total sponsorship $2,800,000
Objective
Demonstrate the value of the
investment to three sponsors of the
football property.
Approach
SponsorMap survey tool to
provide market based estimates
of consumer response.
Wednesday, September 21, 2011

3. Sponsorship ROI For a Football Property (1)
Main Property Sponsors Sponsor Investment
Insurance Sponsor
$800,000 Providing sponsorship ROI for a
football property for three
sponsors.
Automotive Sponsor
$800,000
Total sponsorship $2,800,000
Telco Sponsor
$1,200,000
Wednesday, September 21, 2011

4. Sponsorship ROI For a Football Property (2)
Main Property Sponsors Total Market for Each Sponsor
(Consumers/Customers)
Insurance Sponsor
Measure each sponsor’s
2,800,000 target market to determine
the total number of
2,800,000
customers for each sponsor.
Automotive Sponsor
Total adult population 5.72 million
3,400,000 Survey shows that:
- 49% buy insurance
- 59% car buyers
3,400,000 - 73% mobile phone users
Telco Sponsor
Source” SponsorMap survey of n=500 adults 16-55 years
4,200,000
4,2000,000
Wednesday, September 21, 2011

5. Delighted/Very Thankful
Total Market for Each Sponsor Aware of Sponsorship Sponsorship
Insurance Sponsor
1,008,000 403,000
(36% insurance buyers)
2,800,000
2,800,000
Automotive Sponsor
1,258,000
(37% car buyers) 503,000
3,400,000
Telco Sponsor
1,722,000
(41% mobile phone users) 689,000
4,2000,000
Survey results weighted
to census population
16-55 years. Gratitude Index.-
Prompted Sponsor Recall.
Gratefuls
For each of the sponsors, over 1 million of their total market are aware of the sponsorship
and over 400,000 are delighted/very thankful with their involvement with the property
Wednesday, September 21, 2011

6. Sponsorship ROI Funnel Passionate Fans Top Sponsorship Property
Passionates Aware Consideration
Total Market for Each Sponsor
Insurance Sponsor
504,000 420,000 102,000
2,800,000
Automotive Sponsor
646,000 517,000 93,000
3,400,000
Telco Sponsor
756,000 605,000 158,000
4,2000,000
Football Property Fans Considering Sponsors
Passionate Fans aware of Sponsor
Passionates/Fans Products/Services
Of the football fans, 102,000 are considering insurance from the insurance sponsor,
93,000 are considering the automotive sponsor and 158,000 the telco sponsor.
Wednesday, September 21, 2011

7. Sponsorship ROI Overall Results
Sponsor Awareness Sponsor Gratitude Fans Consideration
Sponsor Investment Buying Sponsors Products/Services Very thankful/Delighted Buying Sponsors Products/Services
Total Cost per Total Cost per Cost per
Insurance Sponsor Total
Sponsor Recall Gratitude Customer Lead
1,008,000 $0.79 403,000 $1.99 102,000 $7.84
$800,000
Automotive Sponsor
1,258,000 $0.64 503,000 $1.59 93,000 $8.60
$800,000
Telco Sponsor
1,722,000 $0.70 689,000 $1.74 158,000 $7.59
$1,200,000
The football property can demonstrate the return on investment for all three major
sponsors in clear market based financial terms.
Wednesday, September 21, 2011

8. Contact Us
Nicholas Cameron
Director
SponsorMap
616 Corporation Way,
Suite 2-4000 Valley Cottage,
NY 10989
Tel (917) 675-3403
info@sponsormap.com
www.sponsormap.com
Wednesday, September 21, 2011