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16 September 2021
Three new performance models for sports sponsorship
Sponsorship effectiveness
Sports sponsorship
Marketers seeking greater performance from sponsorship outlays can adopt a trio of new models, as shown by brand owners as diverse as brewer Anheuser-Busch and social investment platform eToro.
Three models
- Incentive-based bonus: An agreed rights fee, with KPIs built into the contract that, when achieved, unlock incremental revenue for rights holders. These can include team performance, sales targets and other lead generation targets.
- Revenue share deals: A combination of both traditional assets and audience access, plus an IP licensing agreement that pays out to rights holders on royalties generated from product sales.
- Cost per acquisition...
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