Market Research in Sponsorship
Media equivalency evaluation is very popular among our clients. Now, let’s look at another way to measure sponsorship impact: market research. While media exposure research estimates the total publicity that the event generated, it doesn’t provide much insight on how the targeted audience actually reacted. Placing a panel with a sponsor’s logo does not mean […]
Visibility Share – An Overlooked Sponsorship KPI?
Many clients focus primarily on metrics such as (media equivalency metrics) Media Value and Ad Equivalent Value, often overlooking other important indicators like Media Contacts, Sponsorship Contacts, and Visibility Share. Let’s take a closer look at Visibility Share. What Is Visibility Share? Using a TV broadcast as an example, Visibility Share—expressed as a percentage—measures the […]
How United World Wrestling Turned Digital Transformation into a Global Success Story
When global sport came to a halt in 2020, United World Wrestling (UWW) faced the same challenge every federation did: how to stay relevant, connected, and growing even when sport itself could not play out. What followed was one of the most effective digital turnarounds in Olympic sport. The IRIS-led Digital Workshop with UWW began […]
How do you measure the success of sports sponsorship? The Indeed case study
How do you measure the success of sports sponsorship? The Indeed case study For many successful brands, sports sponsorship is an essential part of the marketing mix. Through its emotional environment, sport offers an ideal platform for brands to emotionally enhance their own brand through advertising, and to achieve the communication goals they have set […]
Tokyo 2020 – what worked on social during the Olympics?
Tokyo 2020 – what worked on social during the Olympics? The one-year delay to the Olympic Games in Tokyo allowed Olympic Summer Sport Federations an unexpectedly longer period to prepare their social media campaigns and activities for the Games. How efficiently was this extra time used? What type of content worked best, on which platforms […]
Who is the greatest football coach?
Who is the greatest football coach? “I wouldn’t say I was the best manager in the business, but I’m in the top one” is how legendary English football coach Brian Clough famously described himself, and with his impressive trophy record achieved whilst at traditionally ‘smaller’ clubs such as Derby County and Nottingham Forest, who would […]
Why do professional athletes compete in the Olympic Games?
Why do professional athletes compete in the Olympic Games? “It’s not the winning, but the taking part that counts” is a famous quote associated with the modern Olympics Movement and its founder Pierre de Coubertin. The belief behind it, that the Olympics should be the pinnacle of an athlete’s career, meant that for large parts […]