Marie Binet, Head of Insights and Effectiveness at Fuse states,
“Brands really went for gold in this year’s summer of sport, but the effectiveness of measuring their sponsorship investments came in last place. Despite being a complex marketing platform, media equivalency is still being used as the primary form of measurement to determine sponsorship’s holistic value. But sponsorship doesn’t answer just one objective, meaning various techniques must be put in place to isolate its long-term impact from the rest of the marketing mix.
For brands looking to leverage huge sporting opportunities in 2025, we can expect to see a shift to more sophisticated measurement frameworks and methods. Brands need to be looking at measurement across three pillars: media performance and reporting of any fast-moving metrics, impact on brand health and
econometrics modelling. All of these reported holistically to extract actionable insights and support optimisation as well as long term strategies.”
