Sophie Morris, Co-Founder & Director of Sponsor View, has been elected Chair of the European…
Identify what matters to your sponsors
Sponsor View gives rights holders the in-depth understanding to advance their offering and increase sponsor satisfaction.
We independently investigate the extent to which sponsors’ expectations are met in terms of performance, rights acquired, and service received.
This research provides rich insights and a measurement framework to help rights holders monitor the evolution of their sponsors’ needs, efficiently improve, and drive excellence in the management of these complex business relationships.
Our interview-based methodology is based on a world-leading academic study conducted in collaboration with Loughborough University London and is carried out by a team of industry practitioners and scientific experts.
Our study shows that service is central to the success of any sponsorship. ¹
Sponsorship service constitutes a substantial component of the sponsors’ overall satisfaction, and it spans multiple dimensions that reach far beyond the mere delivery of the contractual obligations.
The quality of service that rights holders are able to provide has a growing impact on the value of the sponsorship and is a major factor in a sponsor’s decision to sign or renew a contract.
Yet, sponsor feedback methodologies haven’t been able to keep up with the growing complexity of the sponsor-rights holder relationship, leaving the latter often uncertain about how the relationships should improve and evolve.
“Most rights holders would believe they are servicing sponsors adequately, however as many don’t ask, or review so wouldn’t know the expectations or the impacts of quality servicing.”
Director, Multinational Insurance Company
“Client service from a rightsholder plays a big role in our renewal decisions, and it is increasingly a component that we want to diligence when we are exploring new partnerships”
Director, Multinational Technology Manufacturer
“If a rights holder can’t properly service and support a sponsorship then it is not worth the value they put to it.”
Senior Manager, Foreign Exchange Company
“Rights holders like other brands, need to retain their customers, and to do this they need to understand their customer’s needs and service them to maintain their loyalty and ultimately their expenditure.”
Director, Multinational Hotels & Hospitality
“The sponsorship market is becoming increasingly competitive. Rights holders need to look to other industries for the direction of travel around customer service monitoring.”
Director, Multinational Technology Company
¹ From “What drives service quality in sponsorship”. A global research study with 384 leading sponsors conducted between 2018-2021 by Millharbour Marketing and Loughborough University.
Why Sponsor View exists
To empower rights holders to improve their commercial performance by increasing the value they provide to sponsors, driving satisfaction, and strengthening relationships.
What rights holders say about Sponsor View
“The insights were illuminating and fascinating and have already led to us making some short-term and planning some long-term changes to how we deliver for our partners.”
Partnerships Manager, National Governing Body
“We really try to get under the skin of our sponsors but not at this level of detail and scientific analysis. Sponsor View is a more objective look at how servicing is working.”
Head of Partnerships, English Premier League Football Club
“It’s really fascinating to know what makes people tick. It has exceeded my expectations. It’s given me loads of ideas. I knew it would be good but it all makes sense and I’m really glad we’ve done this.”
Commercial Director, National Governing Body
“We’ve never seen anything in this depth and with this structure.”
Sponsorship Manager, Formula 1 Team
“We have utilised Sponsor View with two of our principal partners as a trial and the results have been very worthwhile. We are also already planning to use Sponsor View with other partners and to repeat the research again next year.”
Partnerships Manager, National Governing Body
“Sponsor View is on-point and impressive.”
Partnerships Director, English Premier League Football Club
“Sponsor View is extremely impressive, hugely interesting and especially interesting to see the perception of what service means from one brand to another. It 100% fits with the narrative of what we’re trying to build.”
Partnerships Manager, International Governing Body
“It was a breakthrough to see how important service is to sponsors.”
Head of Partnerships, Formula E Team
“This will help the Board understand what is required for good service, how to improve things and how to acquire new sponsors. The independence gives more credibility than just one person in one department saying it.”
Head of Sponsorship, International Governing Body
How rights holders benefit from Sponsor View
- Scientifically robust research methodology
- In-depth insights and actionable findings
- Independent and transparent data gathering and analysis
- Measurable insights for continuous evaluation
Easier sponsor management
- Understand the diverse needs of sponsors
- Prioritise areas of improvement
- Review processes and raise standards
Tangible business results
- Bring efficiency and cost-saving
- Improve sponsor satisfaction and renewal rates
- Make sponsorship relationship management measurable and accountable
Science-based and practice-led
Our research service is based on a model created with input from sponsorship experts from both rights holders and sponsors, and was statistically validated by an extensive study with sponsors, which confirmed the critical factors that affect service quality.
This work, conducted in collaboration with Loughborough University London, allowed us to develop a Sponsorship Service Quality measurement scale as well as the conceptual framework for investigating the wider concept of sponsor satisfaction on behalf of individual rights holders.
Created and delivered in collaboration
Sponsor View is the result of a longstanding collaboration between Millharbour Marketing (our parent company) and Loughborough University London.
We are a group of industry practitioners and academics who are passionate about increasing knowledge in the fields of sponsorship, business management, and education.
Our intrinsic curiosity, the desire to learn and improve, and the importance we give to listening and dialogue are at the core of what motivates us to produce instruments that help our clients drive excellence, innovation, and growth for their organisations.