Companies are realizing that the best way to manage their sports sponsorship portfolio is to aggregate everything into a single database where they can see the complete picture, optimize the return from every asset, analyze the results and make necessary adjustments. Several factors are driving this trend.
You Can't Manage What You Can't See
As corporate investments in sports sponsorships continue to grow, it's increasingly difficult to track the location and activation status of every asset. Spreadsheets can create asset lists, but they can't provide activation photos, location maps, creative specs, task reminders or the sophisticated search tools available from an integrated database.
Management Expects More Supporting Data
Whether driven by industry trends toward Big Data or shareholder earnings expectations, major organizations and their agencies are facing more and more pressure to validate sports sponsorship spend. Validation is far easier with an integrated database.
Multi-Factor Analytics Add Value
The days of looking at post-event recaps, property demographic data or overall relationship value to justify sports sponsorship spend are over. Companies are realizing they need to capture and analyze data from multiple factors that are important to their business as they determine what platforms and properties to sponsor or how to shift their sports sponsorship spend to best maximize value.
Technology Drives Insight
As corporate investments in sports marketing have grown, the technology used to manage those investments has fallen behind. The spreadsheets and emails that were used to manage sports sponsorships in the eighties may have been adequate then, but they no longer make sense today--particularly compared to the advances in technology that have occurred in other parts of most businesses.
How We Do It
Built specifically for sports marketing management, Sponsor Locker enables companies and their agencies to track, manage, score and view anything and everything about their sports sponsorship portfolio. Whether they use one or all of Sponsor Locker's integrated applications, they have 24-7 access to the information they need to improve asset activation,
achieve faster time to insight, make better sponsorship decisions and optimize return on investment.