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Sponsorship: the real impact

A unique modeling tool evaluates consumer perception and emotional impact in event sponsorship.

The challenge

Methods of evaluating effectiveness within the event sponsorship market have traditionally been based on measurement of awareness, exposure and value match. But even greater potential value lies in understanding more about the emotional impact of sponsorship on consumers. We challenged ourselves to develop an evaluation tool to measure consumer involvement and provide insights into how sponsorship could be optimized in the future

Our insight

We needed to understand the strengths of event sponsorship activation, and combine this knowledge with its impact on consumers. Using the latest consumer behavior research, we developed a tightly structured process to measure emotional and rational experience, perceived event sponsorship fit, and the spectators' involvement and engagement during event sponsorship activation. These factors are connected to the perception of the sponsor's brand, so the actual effect on the brand perception and purchase intention can be measured.

The Return On Sponsorship and Event (ROSE©) model determines the strength of the connection between the sponsorship and brand perception for each spectator, across all business and consumer contexts

Our solution

The ROSE© model was trialled at a Danish golf tournament sponsored by Bang & Olufsen. The event's purpose is to build relationships between the local Bang & Olufsen dealer and potential consumers who are interested in golf, with a view to increasing sales. Having collected data from 400 spectators, both before and after the tournament, we proved that the BeoMasters sponsorship had a direct impact on the spectators.

The ROSE© model shows how event sponsorship media strengths are connected. By building a database, we can understand how the activation of sponsorships and events works in relation to various target groups, product categories and sponsorship types. We can also benchmark individual activities and align them more closely with the brand's overall communications goals

The results

• 10% increase in spectators' intention to purchase Bang & Olufsen products
• 50%+ of spectators think the event increased their interest in Bang & Olufsen products
• ROSE© model featured in Journal of Advertising Research