Data, measurement, and most importantly, the insights and what we do with them, is something that is driving the sponsorship industry.
In a world where we are so connected, 24/7, globally, and with so many data capture points, the power that can be unlocked is immense. Interestingly though, what brands ultimately want to achieve through sponsorship, and increasingly data-driven sponsorships, hasn’t changed – they want more sales. That is always the end game.
Social media has long been a big player, but this year, with people suddenly restricted in movement, and less sports content to consume, social and other digital platforms suddenly accelerated.
Scott Tilton, CEO at Hookit, joins the show to discuss sponsorship data and takes us inside their whitepaper, Chasing Sponsorship Value – An Inside Look At The Top Brands In Sports, How They Got There, And What They Could Do Even Better.