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BenchMark: Growing Connections 

The independent assessment tool empowering Rights Holders & Sponsors

Sport fandom is emotional, however, the majority of measures presented to Rights Holders & Sponsors are outcomes based. Emotions matter because they drive outcomes, affect long term advancement, and protect a property when in crisis.

By understanding the drivers of emotional connection Rights Holders can build stronger relationships with fans and Sponsors can identify the property which best fits their brand and successfully activate partnerships.

BenchMark looks beyond behavioural outcomes it looks at the relationship between a sports property and fans.  It uses an advanced methodology to evaluate properties on extensive brand attributes and sponsorship performance metrics, and gathers consumers insights to provide a truly independent resource of how a property is viewed in the market.  

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Watch our explainer video >

Rights Holders

BenchMark enables Rights Holders to understand how to:

improve engagement with your property

create more loyal fans

- identify priorities for improvements

- promote your property's unique positioning to Sponsors

encourage sponsor’s trust and loyalty

BenchMark can be used to evaluate a number of sporting properties.  To have your property assessed in the next wave get in touch.



BenchMark enables Sponsors to:

identify the most suitable properties to partner with 

understand the drivers to leverage, and key channels to use to ensure successful activation

- assess the effectiveness of sponsorship campaigns against industry norms and set appropriate KPIs

- maximise your ROI

We are an independent and trusted source of information, enabling you to make informed decisions. 

BenchMark collects insights for over 1350 organisations and brands, including Sponsors and potential Sponsors. 

The list below is not an exhaustive list, so if your organisation does not appear on this list then get in touch and we can investigate further. 

The BenchMark Difference

We focus on Emotion

We look specifically at the emotional connection to properties, the aspects that drive the desired behavioural outcomes because sports' fandom IS emotional.

Not just about the fans

We don't just talk to fans and members (avoiding echo chamber think), we take a much broader view, tapping into those who support the club from a distance, or those who follow closely but don’t become members.  It is these audiences that are important for a club or team to develop and grow.

In depth, uniform & across code

We take an in depth look at Australian sporting teams across codes, assessing them on emotional attributes, fan behaviours and sponsorship metrics to provide a uniform evaluation tool.  This results in extensive data on each team, their league and sponsors, so you can understand a property's position in the market, its strengths and where resources need to be directed.

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