International Speaker: Building Brand Fandom – How to Maximise the Sponsorship Dollar

The use of data analytics has massively disrupted the sports industry – from player recruitment, to how players eat, sleep and perform. But what about its fans? Sports fans are highly sought after because of their loyalty and deep engagement with the sport – it is no wonder that global sponsorship expenditures are expected to clock in at over $66 billion in 2018, with the majority of spending going to sports. Yet, only 1 in 5 sponsorship professionals say they can measure ROI.

How can brands maximize their sponsorship dollar to ensure that they are engaging with fans in an effective and measurable way? Through a psychometric approach, brands can use data to better understand consumer motivations, external triggers and behaviours – allowing them to tailor their content, messaging and channel strategy to create fan engagement campaigns which are more relevant.