Sports Measurement Alliance

In the US, Greenfield Online and custom researcher Turnkey Sports & Entertainment have announced an alliance to give sports marketers real-time access to the opinions of sports fans worldwide, to measure sponsorship effectiveness and build audience.

Custom research firm Turnkey offers the FanTrak market intelligence platform including FanTrak Surveyor and FanTrak Prospector. The alliance will allow its clients to measure sponsorship impact on consumers pre-event, at-event and post-event in a way that promises to be seamless and affordable.

Clients have already welcomed the alliance enthusiastically. Steve Tihanyi, General Director, Marketing Alliances & Entertainment for leading sports and entertainment sponsor General Motors (GM), called the alliance 'huge' and 'ground-breaking in event marketing', and said it was 'exactly what sponsors have needed in having a high level of assurance that data is accurate, relevant and actionable.' Cary Meyers, Director of Strategic Insight and Information for the National Football League (NFL), comments: 'Sports, by their very nature, are quickly and constantly changing and we all need to stay on top of fan attitudes and behaviors in real-time. Turnkey's technical superiority and intimate knowledge of sports fans, combined with Greenfield's advanced online research methodologies ... make it much easier for all of us to do that.'

According to Turnkey President and CEO Len Perna, 'Greenfield Online's consumer panels and real-time consumer sampling methods are perfect for sports because they're fast, they're global; and the data will now all flow into the same platform that our clients currently use to research core fans. That side-by-side, seamless integration with real-time analytics is exactly what our clients, and the rest of the event marketing industry, have been looking for.' Greenfield President and CEO Albert Angrisani adds 'The sports and entertainment market represents a very attractive new vertical market opportunity for Greenfield Online.'

Turnkey is headquartered in Haddonfield, NJ; Greenfield has offices in the US and UK, Germany, Canada, France, Australia, Romania and the Netherlands. The companies are online at www.greenfield.com and www.TurnkeySE.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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