Six weeks without live sports looks different across the sports marketing industry. From the content alternatives and chance to be creative to the feeling of Groundhog’s Day around contingency planning. As part of rEvolution’s consulting group, this indefinite timeout offers us an opportunity to take a step back and assess the long-term viability of our client’s sponsorship portfolios.
To build a meaningful strategy, our robust, data-driven approach starts with a deep-dive into current partnerships, target audiences, broader marketing initiatives, larger brand objectives and key campaigns. From there, we craft a custom scorecard framework that distills the brand’s complex goals into clear success criteria and benchmarks. This framework sets the foundation for all partnership evaluation.
We then turn the focus of our analysis externally to explore the competitive landscape against the brand’s current positioning. We compare portfolios, target audiences, objectives and activation strategy and map out potential areas of opportunity.
Bringing it all together, we use the brand’s custom scorecard framework to evaluate current and potential partnerships in a standardized, data-backed way. Mapping out these results across portfolio scenarios enables us to then assess overall portfolio success and identify any gaps, redundancies or efficiencies that can be remedied through identified opportunities.
There is no question that there is a deprivation for live sports and events. Sponsorship continues to be one of the most impactful pieces of the marketing mix to connect with fans. The brands that take the time now to do the long-term strategic work will be best positioned to see results both in the transition and when we come out on the other side.