EVALUATING THE EFFECTIVENESS OF UCL SPONSORING Approach and set-up of a sponsoring effectiveness study for UEFA Champions League sponsors.

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1 EVALUATING THE EFFECTIVENESS OF UCL SPONSORING Approach and set-up of a sponsoring effectiveness study for UEFA Champions League sponsors.

2 18 YEARS OF EXPERIENCE IN SPONSORING RESEARCH We conduct sponsoring effect studies for many international sponsors in different domains. Blauw & sponsoring research Blauw has many years of experience in the field of international sponsoring, covering sports teams, competitions and tournaments. We work on projects in the field of sponsoring and sports with a dedicated and experienced team. Currently Blauw Research performs multiple major (inter)national sponsorship studies for Heineken, Nissan, PepsiCo, Volvo, ABN AMRO, Vodafone, Aston Martin and others. " OUR TEAM OF SPONSORING & SPORTS RESEARCH CONSULTANTS IS VERY EXPERIENCED, DEDICATED AND PASSIONATE ABOUT SPORTS. WE ARE COMMITTED TO HELPING OUR CLIENTS OPTIMIZING THE IMPACT OF THEIR SPONSORING ACTIVITIES BY CONDUCTING EXCELLENT SPONSORING EFFECTIVENESS STUDIES. Eva Gerritse Consultant Sponsoring & Sport " One of the major sponsoring effectiveness studies we conduct is for the partners of the UEFA Champions League (since 2000). Currently we measure the effects of sponsoring the Champions League in 23 countries for Nissan, PepsiCo and Heineken. 18 YEARS OF EXPERIENCE IN SPONSORING RESEARCH In this document we will describe the set-up of our UEFA Champions League sponsoring effectiveness study, which is currently conducted for Heineken, Nissan and PepsiCo. Contact Blauw Research Eva Gerritse eva.gerritse@blauw.com

3 BLAUW SPONSORING RESEARCH... Proves and improves ROI Generates new ideas for activation programs Simplifies strategic sponsorship decisions Increases the value of sponsorship in marketing campaings Reduces budget wastage of sponsorship rights Creates alignment and support in the boardroom

4 WAY OF WORKING BLAUW RESEARCH PROVIDES A BESPOKE SERVICE FOR EACH CLIENT, INCLUDING: Face to face in-take meeting (at client's offices) Advice and support in setting objectives for sponsoring research Executive Summary within 4 days after research has been conducted Dedicated Account Manager to respond to any questions by and mobile Post-research presentation of results face to face Workshop to advise strategic direction of sponsorship and activation

5 MEET OUR SPONSORING TEAM Our team is very experienced with sponsoring research and passionate about sports. BRAM JONKHEER Managing partner EVA GERRITSE Consultant sponsoring & sport RENÉ DE MAN Research consultant sponsoring AIKO DE BRUIJN Research Manager Sponsoring Bram developed many sponsoring research services international clients of Blauw since setting up the UCL study in Eva is reponsible for the development of sponsoring research at Blauw and has 10 years of experience in international sponsoring research. René has been working on sponsoring research since His experience allows him to compare results to relevant benchmarks and give strong recommendations on ROO and ROI to our clients. Aiko manages multiple international sponsoring studies, such as the UEFA Champions League study, Nissan Formula E study and Heineken F1 research.

6 UEFA CHAMPIONS LEAGUE SPONSORING EFFECTIVENESS STUDY We have been helping sponsors understand the positive effects of the UEFA Champions League sponsoring since The insights provided by Blauw have contributed to increaed awareness, engagement, loyalty and purchase levels amongst football fans. Currently Heineken, PepsiCo and Nissan are our partners in this research.

7 RESEARCH OBJECTIVES The UCL research programme gives insight in the impact of sponsoring the UCL on the brands. Research objective The objective of the UCL sponsoring research programme is to give UCL partners insights in: the evaluation of the sponsoring and activation around the UCL (awareness, sponsorfit, appreciation). Insights The UCL study provides insight in the evaluation and impact of the UCL sponsorship on the brand. With the results of this study sponsors are able to set objectives and optimize the sponsoring activations. These insights will contribute to a successful sponsoring policy. the impact of the UCL sponsoring on the key performance indicators of the brand the impact among specific target groups within the general population of multiple countries (worldwide) BRANDS Currently PepsiCo, Nissan and Heineken participate in the UCL study. SYNDICATED SET-UP Sponsors can join the study and profit from experience, expertise, back data, benchmarks and cost savings

8 SYNDICATED SET-UP SPONSORS CAN JOIN AND PROFIT FROM EXPERIENCE, BACKDATA, BENCHMARKS AND COST SAVINGS. Yearly meeting with all partners to share insights and experiences Two dedicated research consultants are available for each participating partner in the UCL study and are available for questions during the entire year Costs are shared between partners Backdata is available for all UCL sponsors and for over 10 UCL seasons Many relevant benchmarks (for campaigns) are available Participating partners share data of the syndicated part of the research (for all markets)

9 RESEARCH APPROACH The FanShipLevel Model forms the basis of measuring sponsoring impact. Research approach: FanShipLevel Model Blauw Research measures effects of sponsoring through the so-called FanShip Level Model (FSL). The model is based on a person s involvement with a specific sponsoring domain. The higher one s involvement, the bigger the chance of recognition of the sponsor and from there the higher the chance that the sponsorship influences a person s attitude and behavior towards that brand. FanShipLevel Model Blauw Research designed the FanShipLevel model in cooperation with Heineken. The model has been successfully used to evaluate national and international sponsorships for a wide range of blue chip companies. FanShipLevel determination Measuring the involvement is done in a robust way. A set of 4 questions with 4 answering possibilities each determine a person s position on the FSL range, ranging from level 1 (non-interested) to level 4 (passionate fans). Analysis Each sponsoring effect study contains a variety of sponsoring and brand related questions. The lowest FSL functions as a benchmark for the higher ones to isolate domain effects.

10 SET-UP OF THE UCL STUDY IN SHORT The method, scope, audience and deliverables of the UCL study. Method Online study with two waves per year: December (after UCL group stage) and May/June (after UCL final). Target audience General population (18+) with a multi-stakeholder setup. For example: fans football, UCL followers, brand users, etc. Worldwide scope Multi-country approach, with currently 23 countries in the research. Other markets can be added on the request of (new) partners. Sample size / fieldwork Sample of minimal n=600 per country per wave, representative for gender and age. Samples from our preferred partner Survey Sampling International (SSI). One instrument for different partners Different UCL partners can participate in the study. The questionnaire consists of a block of syndicated questions (general set-up) and bespoke questions per sponsor (custom set-up). Costs are shared between clients. Deliverables Blauw presents the results after each season. We deliver an online reporting tool, including topline country reports and an overall report including all countries.

11 TOPICS QUESTIONNAIRE The questionnaire contains 6 topics and is customized for each sponsor. 1. SPONSOR AWARENESS 2. AUDIENCE ANALYSIS 3. IMAGE UCL & SPONSOR FIT Spontaneous sponsor awareness Prompted sponsor awareness Source of awareness FanShipLevel (FSL) Watching behaviour Social media following Custom target groups for each partner Image statements UCL Sponsor fit for all UCL partners 4. LED BOARDS 5. BRAND KPI'S 6. SPONSORING ACTIVATION Awareness boardings (all partners) Attractiveness boardings (participating partners) Custom set-up per partner, for example: Brand awareness/usage Consideration/preference Brand image Custom set-up per partner, for example: Campaign awareness and evaluation Participation in (social media) activations

12 DELIVERABLES Blauw shares the results in specific formats at different levels. PRESENTATION Presentation by Blauw at the end of each UCL season. TOPLINE REPORT Appr. 20 slides of highlights containing the main figures and conclusions (after each wave). ONLINE DASHBOARD Reporting tool with dynamic KPI graphs (updated each wave). TABLE REPORTS Set of tables in Excel with relevant crossings.

13 Coolsingel AB Rotterdam The Netherlands (0)