What Marketers Are Missing: The Vital Role Insights Play in Sponsorships

Written by
Fifty Team

30 Mar, 2023

Join Fifty’s MD, Simon Eaton for a discussion with Co-Founders Harry Coe and Damien Gillman and Director of Brand Partnerships Kirsty Matthews on the current landscape of brand sponsorships and the necessary evolution of the industry. 

Our experts from Luscid and Orchard Connects unpack the challenges, successes and processes of creating effective brand sponsorships. They break down how and why brands need to utilise insights to their advantage and the impact it can have on current and future deals.

Main Topics:

Dream Sponsorship Process
What does the ideal sponsorship look like and how do brands achieve it? How soon should insights and data be introduced to the conversation when considering brands to partner with?

Sponsorship renewal
We see a lot of talk about brands entering new partnerships and using data to find new deals that fit their company but what about renewal? Are companies willing to use insights to prove or deny the validity of an existing sponsorship?

Real World Examples
What are the latest sponsorship fails and successes and how did or how could insights impact their ultimate results?

Key Takeaways

Within the conversation there were several insights that stood out among the rest:

  • Preconceived notions about what industries to get involved and human bais can have major impacts on sponsorship success without data and insights to back up opinions

  • Humans don’t live in a bubble. Various passion points of the audience need to be considered whenever thinking about sponsorships

  • The best partnerships deliver something actionable, especially when it comes to partnering with charities. Avoid simply jumping on the back of other brands and help produce results that benefit everyone.

Featured speaker, Kirsty Matthews encapsulated the essential need for this discussion saying:

“We see it so often – a sponsorship will get right to the point of being signed off...everyone has been brought on board, everyone is excited...and it finally gets to the board and they ask for proof points and apart from an instinctive 'I feel like it fits' there’s not much, which is just not good enough when you’re spending a large amount of budget”

Want to learn more about Fifty's Insight Platform? Book a demo today or get in touch here.

The Soaring Growth of Gaming

The audiences enthralled by gaming and ready to be engaged now

Related Articles

The Soaring Growth of Gaming

The audiences enthralled by gaming and ready to be engaged now

Fifty Gets Flexified

Fifty takes a step forwards, undergoing verification by Flexa to celebrate our flexible working policies.

Fifty introduce cutting-edge sustainable technologies to deliver greener, high-performing activations

Fifty's new solution empowers ours clients and partners to track, record and shape the impact of their advertising solutions

Fifty Shortlisted for Best Agency and Best Marketing Campaign at the European Agency Awards

Another successful nomination sees Fifty as a finalist at the European Agency Awards.

Greenwashing: who's talking about it and what are their priorities?

With 'climate crisis' becoming an increasingly important part of our vocabulary, we set out to find out who's talking about greenwashing.

Fifty Gets TAG Brand Safety Certified

In a win for our clients and for us, Fifty has received the 'Brand Safety Certified' accreditation from TAG.

Renew, Reuse, Relove: Who's shopping on the biggest pre-loved clothing apps?

Compare and contrast the pre-loved shoppers across the US and UK apps