Sport fandom is emotional, however, the majority of measures presented to Rights Holders & Sponsors are outcomes based...
Participation, attendance, audience figures - none of these give you insight into what matters to the sports fan, how they connect emotionally to a property. The fact that attendance is up (or down) doesn't tell you whether next year will be better, whether there is something you can build on or whether these outcomes are fickle or resilient.
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 a stronger relationship with fans and Sponsors can identify the right fit for their brand and successfully activate the partnership.
BenchMark looks beyond behavioural outcomes
BenchMark 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. It gathers consumers insights (fans and non fans) to provide a truly independent resource of how a property is viewed in the market and uncovers the drivers that affect an individual's attachment to a team.