In-depth, face-to-face methods are the way to go but not all are suitable. Receiving sponsor feedback can be critical for rights holders to remain relevant, valuable and trusted. Having a precise understanding of what sponsors think of their offering and their service gives them the clarity necessary to improve and increase their value proposition and…
The complexity and the importance of sponsorship relationships require more sophistication and depth of insights. In over 20 years in strategic marketing, a lot of things have changed but the constant we’ve seen in every successful company that keeps evolving and thriving is that they put a lot of effort into understanding their customers. …
Proactivity and an analytical approach are the basis to excel in managing sponsorship relationships. Rights holders know the importance of having a good understanding of their sponsors’ satisfaction. A lot of effort goes into managing these relationships and they want to ensure that, when entering the renewal window, the conversation is as linear as possible…
Sponsors believe that service should be a fundamental part of the rights holder’s value proposition. Through the first-of-a-kind research on sponsorship service conducted in partnership with Loughborough University London, we showed that sponsors attribute significant importance to the service level they receive from rights holders. We also contextualised its importance and found that it is…
Service is central to sponsorship – it affects performance and trust. The data gathered in our three-year study on sponsorship service¹ paints a very clear picture. Sponsors are fully aware of the importance that the service received from rights holders has on the success of their sponsorship investment. In a previous article, ‘The role of…
Our global study shows the increasing importance of service to sponsors. Why investigate sponsorship service Between 2018-2021, we conducted the ‘first of its kind’ research¹ to define what constitutes sponsorship service and the role it plays in the commercial relationship between sponsors and rights holders. In this global study with leading sponsors – conducted in collaboration…