Today’s technology enables sports sponsors, agencies and properties to manage multiple facets of their sponsorship portfolios. The result is a natural increase in the number of technology vendors that sponsor groups use to address all of their management needs. As we all know, this leads to multiple user logins and a large amount of captured data scattered across multiple spreadsheets and online accounts.
Think about it. You arrive at your desk and open up a static spreadsheet to view what you hope is a current list of your existing sponsorship assets. Then you open up a PDF of a specific sponsorship contract to remind yourself about term dates, exclusivity and opt-out specifics. You may also need to login to a 3rd party website to access media valuation results. Someone on your team will probably need to login to a partner website to submit or approve sponsorship creative. Don’t forget about the Mobile Apps you are using that allow you to easily check-in event attendees or create and distribute post-event surveys. Then you need to create recaps and on and on…
While attempting to manage all of this, you are asked to valuate your entire sponsorship portfolio and make decisions based on where things currently stand. What partnerships are receiving the most value? Should you consider shifting the asset mix within an existing deal? What events that you hosted were the most successful?
The only way to efficiently manage and affectively measure everything about your sponsorship portfolio is to aggregate everything into one place, paint a COMPLETE picture, analyze the results and make informed decisions. This way all of your answers are one login and a couple clicks away, whether you’re in the office or on the road. Make sense?