MarketCast Launches Sports Sponsorship Measure

Los Angeles-based consumer insights and analytics business MarketCast has launched a measurement solution called Sponsor Analytics, to quantify the business impact of sports sponsorships.

Last year, MarketCast integrated its previous acquisitions of social digital opinion measurement firm Fizziology, custom research and insights specialist Insight Strategy Group, and sports researcher Turnkey Intelligence under the MarketCast brand and leadership team. Using analysis from millions of Smart TVs and connected devices, web sites, social media platforms, and retail and online sales sources, the firm's new Sponsor Analytics solution can be used to identify fan actions and behavior, examining their exposure to sports sponsorships and subsequent purchases.

The solution uses a mix of big data analytics and primary research to help sponsors understand how their sponsorships lead to an increase in sales and revenue, and impact brand affinity, awareness, and consideration. For sports leagues and rights holders, it helps uncover how on-field signage, jersey logos, official partnerships, and rights holder intellectual property impact sales and brand metrics for their sponsor clients.

Lyndon Campbell (pictured), Corporate SVP and General Manager of Sports and Brands, comments: 'MarketCast Sponsor Analytics delivers a holistic view of sponsorship performance for the first time, helping sponsors pinpoint how their investments with sports leagues and teams are actually driving incremental sales and other business outcomes, while also influencing love for their brands.'

Web site: www.marketcast.com .

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