MarketCast Firms Launch Integrated Sponsorship Measure

In the US, social media research and analytics firm Fizziology and sister company Turnkey Intelligence have launched a service called Sponsor Breakthrough, allowing clients to evaluate the impact of sports sponsorships.

The companies are part of the MarketCast Group. Turnkey offers sports research and consulting, with services including fan experience tracking, sponsorship valuation and measurement, ticketing strategy, and creative/media optimization; while Fizziology uses proprietary technology for in-depth analysis of fan-driven conversations on social media, giving brands an inside look at their perception among individual sports enthusiasts.

The new offering, Sponsor Breakthrough, combines social media analysis with historical sponsorship research metrics, for insights on unaided sponsor recall, official sponsor status, and sponsor recall across leagues.

Turnkey GM Haynes Hendrickson (pictured) comments: 'We have more than 12 years of historical data that paints a great picture of fan behavior and attitudes towards sponsors across sports and entertainment. With Fizziology, we're upping the ante - adding rich social insights to create a holistic view that fuels successful sponsorship decisions'. Fizziology EVP Rich Calabrese says social data provides 'an unedited, real-time look into fan feedback'.

The firms, which together with MarketCast and Insight Strategy Group make up MarketCast Group, are online at www.fizziology.com and www.turnkeyintel.com .