Why is data collection important for EURO 2016 sponsors?

The UEFA EURO 2016 kick off is fast approaching, with only two days before France opens the Championship against Romania at St-Denis. Meanwhile, brands are spending millions on sponsoring football tournaments like UEFA EURO 2016 – its TV coverage is massive, not only in Europe but worldwide. It is a huge opportunity to engage consumers around Europe and get huge brand visibility for ten global sponsors of UEFA EURO 2016: Hisense, Adidas, Carlsberg, Coca-Cola, Continental, Hyundai-Kia, McDonald’s, Orange, SOCAR and Turkish Airlines.

It is a huge opportunity to engage consumers around Europe and get huge brand visibility for ten global sponsors of UEFA EURO 2016

Is the sponsorship always successful?

Business Insider published an article based on RadiumOne’s report 3 weeks before opening the tournament. 1000 British people with an interest in UEFA EURO 2016 were asked to list the five brands they most closely associated with the tournament. 9% of them said Nike – and it is not even a sponsor of EURO 2016.

In the top ten we can also find MasterCard, Visa, Heineken, Barclays and Budweiser — none of which are sponsors of the tournament. Luckily, the first and second place belong to Coca-Cola (12%) and Adidas (11%) which are both official sponsors.

Orange, Hisense, and Hyundai — all of which are official sponsors of EURO 2016, didn’t get even 1% brand recognition!

What went wrong?

Rupert Staines, RadiumOne’s European managing director, said that sponsors still have much work to do to activate their investment in terms of consumer association, but there isn’t much time left.

Also, brands like Heineken or MasterCard benefit from the ‘halo effect’ of other soccer-related sponsorships, so their brand recognition is high.

Sponsors still have much work to do to activate their investment in terms of consumer association

What is the most important step to consider when sponsoring an event?

The answer is simply data. Proper data collection is key for the success of their campaigns and helps choosing the right events to sponsor. As an example, collecting valuable data on fans before choosing the tournament or looking for information about other sponsors will help to avoid failures.

Proper data collection is key for the success of their campaigns and helps choosing the right events to sponsor.

Who benefits from the sponsorship?

Some sponsors who focused their investments on consumers, like for example Coca Cola, gain high visibility through their sponsorship campaigns. The brand is the most closely associated brand with EURO 2016. Their campaign for EURO 2016 places fans at the heart of the tournament. Literally! Coca Cola had 504 prizes of four tickets for EURO 2016 to win.

Their ads for EURO 2016 are aligned with the Taste The Feeling campaign, launched in January. The TV ads are country-targeted, differentiated country by country. Based on the national insight, they attract people (not only football fans) to support their national team!

So, what’s the secret? How can you collect data to succeed in your sponsorship campaign?

No matter if it’s a big football tournament or a smaller local event, data collection is trump card. Think how easy collecting and analysing data would be with a solution providing user-friendly tailor-made forms gathering incoming sponsorship requests; automatic scoring of incoming projects based on your criteria; easy data extraction and reporting to estimate the strengths and weaknesses of your sponsorship campaign. Think Optimy. Save your time and get the very best.

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Sources:

http://www.businessinsider.com/euro-2016-brand-sponsors-2016-5?IR=T

http://repucom.net/europe-sponsorship-market-euro-2016-mega-clubs-evolving-models/

http://www.coca-cola.co.uk/newsroom/press-releases/coca-cola-uefa-euro-2016-campaign-places-fans-at-the-heart-of-the-tournament