British & Irish Lions tour 2021
Analyzing true ROI driven by British & Irish Lions shirt sponsorship
Vodafone made the strategic decision to reinvest in sport sponsorship after removing from the tactic years ago. Rightly so, they wanted to make sure they were going beyond the traditional equivalent media value used in the industry and assess true ROI
We designed a unique methodology using consumer survey data to isolate the uplift in consideration and purchase intent on Masterbrand and applied econometrics tactics to predict long term brand impact generated by the sponsorship.
Through our brand linkage methodology, Vodafone were able to report a 1.0% uplift on Masterbrand as the result of the sponsorship representing a £2.9 ROI.