Sports marketing
A sports marketing is an interesting „add-on“ type of communication activity of a growing no. of clients.
Sport provides the wide-mass of consumers and fans with entertainment, thrill, excitement and a joy from the victory of a winning team. In addition, it´s also a way of spending a spare time and there are many people having sport as a part of their healthy and active way of life as well Sport´s always connected with either positive or negative emotions, that ensure a continuous and long term rating - also thanks to a mass media that pay either regular or occasional attention / editorial space to the sport´s events.
Sport´s therefore becoming a favourite marketing tool, and sports events are being more and more used for brand exposition, brand awareness improvement or direct sales increase.
Efficiency measurement
A sports sponsoring can have a direct impact to increase all above mentioned parametres, in case it´s measured in a professional way.
Initiative Media disposes with a unique worldwide tool EXPOSURE TRACK to measure and express the value of key parametres for the sports sponsors.
Thanks to this tool we are able to exactly specify the media value, that sport sponsors get in connection of their brand with a specific sport event and how these values can be optimized.
Initiative has realized many wordwide EXPOSURE TRACK based surveys for major soccer tournaments, analyzed the media value for all official sponsors in every match during the FIFA World Cup™ in 2006 and UEFA Euro in 2004™
How we measure
We are actively working with a major Czech soccer club AC Sparta Praha for almost 2 years in:
- Performing regular Exposure Track studies
- Optimizing the prices for sponshorship actions at a club home stadium, incl. consequent negotiations with a current major sponsor – financial group AXA.
We are using the digital measuring metrics, providing our clients exactly define when and where exactly the brand is exposed.
Digital metrics is based on a technology simulating a human eye and it´s perception. Software records, what is perceived – without the usual human factor mistakes.
Being a media agency we know the real price of the advertising space on one side and disposing of rating data of every single minute of each sport event. We work with exact outputs and not with average rating values as others.
The sharper results therefore provides sport sponsors and clubs much better negotiation position during their discussions about the real value about the media value of their brand.
If you´re interested in more information about this unique product, feel free to contact us either by phone at: (+420) 225 341 175 or use the contact form.
