Rules of the game: Achieving peak performance and ROI in sports sponsorship

Lesley West and Colin MacArthur

Kantar’s Lesley West and Colin MacArthur explain how sports sponsorship allows marketers to build upper-funnel metrics first before conversion by nurturing emotive clarity and encouraging fan love.

This article is part of a Spotlight series on sports and sponsorships in Australia. Read more

Brand sponsors are the lifeblood of Aussie sports. But what defines success? And why are many resisting establishing partnerships instead of erring towards more traditional marketing channels?

As marketers increasingly look beyond reach and audience towards a more holistic way of measuring sponsorship investments, including proving its effectiveness in driving financial outcomes, sports sponsorship is vulnerable to scrutiny, and stakeholders are questioning its true value.

A common complaint is that there's no proof that sports sponsorship works when evaluated on...

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