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Sports activities Sponsorships Surge Regardless of Fuzzy ROI

admin by admin
June 6, 2025
in Case Studies and Industry Insights
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Sports activities Sponsorships Surge Regardless of Fuzzy ROI
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Following its most-watched season in 2024, the WNBA entered the 2025 season final month with a record-setting roster of 45 sponsors. 5 manufacturers, together with Ally, Reserving.com, and Coach are newcomers to the WNBA.

Thanks partially to emergent leagues just like the WNBA, sports activities sponsorships are extra common than ever. In keeping with Forrester’s This fall B2C Advertising and marketing CMO Pulse Survey, 2024, 39% of respondents plan to extend their funding in large-scale sports activities sponsorships this 12 months, whereas one other 28% plan to enter the area for the very first time.

However simply over three-quarters (76%) of US B2C advertising and marketing executives who invested in sports activities sponsorships in 2024 agree or strongly agree that they wrestle to calculate the ROI of their sports activities sponsorships.

Maximizing The Worth Of Sports activities Sponsorships Is Useful resource-Intensive

CMOs that profit from their big-ticket sports activities sponsorships begin first with a robust model, viewers, and market alignment. Subsequent, they construct a versatile and collaborative partnership with the sports activities property from the get go. Then, all of it comes all the way down to the standard and amplification potential of the sponsorship’s activation(s).

For instance, take what occurred ultimately month’s Method 1 drivers’ parade: F1 drivers bought behind the wheel of life-sized, drivable LEGO automobiles — every constructed from practically 400,000 LEGO bricks to advertise LEGO’s Method 1 product line. This activation on the Miami Grand Prix kicked off a worldwide tour throughout F1 races.

Introducing Forrester’s Sports activities Sponsorships Analysis Assortment

We simply printed three interconnected sports activities sponsorship experiences chock-full of finest practices, information, examples, and frameworks/templates:

    1. Maximize The Worth Of Your Sports activities Sponsorships. This report lays out 12 finest practices to assist profit from your sports activities sponsorships — from choosing them to renewing them and all the pieces in between. [READ REPORT]
    2. Case Research: AARP Builds Model Relevance By Sponsoring The APP Tour. This case examine describes how AARP’s sports activities sponsorship helped shift the group’s model notion with a restricted funds. [READ CASE STUDY]
    3. The Sports activities Sponsorship Activation Framework. This downloadable template helps establish techniques to activate earlier than, throughout, and after a sponsored sports activities occasion to increase its attain utilizing expanded storytelling. [DOWNLOAD TEMPLATE]

Be taught Extra About AARP’s Sports activities Sponsorship

Attending CX Summit North America? Be a part of my sports activities sponsorship panel, that includes AARP and the Affiliation of Pickleball Gamers (APP) on Wednesday, June 25 at 2:25 p.m. CDT (within the Market). We’ll go behind the scenes of that individual sports activities sponsorship, diving deeper into the case examine report.

Talking of pickleball … You should definitely stick round proper after the panel, as we’ll head a couple of steps over to the onsite pickleball court docket to show you the way to play!

Forrester shoppers: Let’s chat extra about your sports activities sponsorship technique through a Forrester steerage session or on the pickleball court docket at CX Summit North America.

Tags: FuzzyROISponsorshipsSportsSurge
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