Webinar: Sponsorship Decisions, Simplified

Simplify your sponsorship journey

July 21, 2021

S p o n s o r s h i p d e c i s i o n s , s i m p l i f i e d .

Source of Presentation Data & Insights:

19MM fresh data points monthly, at your fingertips.One platform. One currency. Clear direction.

One common currencyMeasure thousands of properties across sport, music, entertainment, arts, and cause with one common currency: the consumer.

Global coverageSpeak the same language as your colleagues and partners around the globe, with data covering 18 countries and more than 120 consumer profiles.

Credible, fresh dataTransparent and unbiased data that is refreshed monthly to keep a pulse on the industry.

Platform advantageA convenient platform that gives you the insights you need right at your fingertips for a low monthly cost.

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Why Sponsorship: A Quick 101

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47%

49%

49%

51%

55%

30%

GloballyHave/Intend to Purchase a Product as a Result of Sponsorship

North America

Europe

Asia

Australia

Rest of World

World

Globally

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For starters, sponsorship is a proven strategy for purchase conversion.

GloballyHave/Intend to Purchase a Product as a Result of Sponsorship Activation

49%Pre-PandemicFebruary 2020

47%CurrentMay 2021

=

With the impact of sponsorship remaining strong throughout the pandemic.

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GloballyPurchase Because the Brand Supports The Local Community

48%Pre-PandemicFebruary 2020

57%CurrentMay 2021

And it being the likely driver of increased impact on brands that support their local communities.

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Which is a leading benefit of successful sponsorships… the ability to connect with consumers.

69%

43%43%

28%

64%

22%

Awareness

Among those aware, % seeing it in…

Benefit ComprehensionAmong those aware of each, % that comprehended…

Impact on BehaviourAmong engagers, impact on behaviour

ACTIVATED SPONSORSHIP

MASS TRADITIONAL MEDIA

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Delivered on by tapping into passion through meaningful/memorable activations and experiences.

47% 21% 68%

12% 67%

25% 74%

23% 53%

18% 69%

20% 69%

49%

49%

51%

55%

30%

GloballyHave/Intend to Purchase a Product as a Result of Sponsorship Activation

Sponsorship Association Sponsorship Association + Sponsorship Activation

North America

Europe

Asia

Australia

Rest of World

Globally

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The Sponsorship Journey

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We get it...it’s noisy.

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What we’re faced with….

Contending news & views

Contending data

Data overload

Parts of ‘the story’

FOMO (Fear of Missing Out)

FOBI (Fear of Being Involved)

FO-TMI (Fear of Too Much Invested)

UncertaintyCEO’s kid plays the sport

Second Guessing

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Simplify your Sponsorship journey

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Momentum

Passion

Engagement

PurchaseConsideration

Excitement

Intensity

Favourability

OpportunityScore

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Seven property health metrics that ladder into an Opportunity Score that instantly compares sport, music, entertainment and cause-based properties.

Key metrics that simplify your sponsorship journey every step of the way.

Confidential

Planning

Establish a criterion for partnership success

Investing

Identify top properties for outcome potential

Demonstrating

Isolate and dollarize achievement of objectives

Optimizing

Focus your teams' efforts - do the right amount, spend the right amount, achieve more

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Establish criteria for partnership success

Understand and explore the sponsorship landscapeand identify property baselines, strengths, and opportunities.

0 1

Planning

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Contending industry news & views

Jake Paul has brought the sport of boxing to its ‘Lowest Point’

Rescued Mike Tyson claims YouTubers like Jake Paul and brother Logan Paul saved boxing because ‘UFC was kicking our butt’ - but is he right?

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Fact: In the US, boxing has gained significant momentum since 2019, which just happens to be the same time that the Paul brothers (Jake and Logan) started their ‘professional’ careers!

32%

54%

16%12%

12%8%

Engagement Passion Purchase Consideration

The (re)emergence of Boxing in the USA% of American consumers who have engaged with boxing as a sport in the past year

Source: SponsorPulse, April 2019 - April 2021

2019 2021

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49%43% 42% 42% 41% 39% 38% 38% 37%

25-39

Male

25-39 Male $100k+ 19-24 White $50k to

$99.9k

40-49

Male

With intensity in boxing being driven primarily amongwhite high income males ages 25 to 39 years.

Born in

USA

Intensity Comparsion

Intensity outlines how many of those people engage with a property on a weekly basis or more - providing more frequent opportunities to intercept and add value as a sponsor.

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Parts of the story

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Fact: In North America, the importance of mental health research and support is on the rise.

H1 2019 H2 2019 H1 2020 H2 2020

50

40

0

H1 2019 H2 2019 H1 2020 H2 2020

50

40

0

Mental Health research and support (US)

CAMH - Centre for Addiction & Mental Health (Canada)

31%

10%

32%

13%

35%

14%

36%

15%

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Source: SponsorPulse, April 2020 - April 2021

And globally consumers are engaging more and more with other helpful coping mechanisms like comedy festivals.

28%

25%

14%

11%

8%

International momentum for Comedy Festivals% of people who expect their interest in the property to grow over the next year, among engaged

Just for Laughs

Melbourne International

International Comedy

Festival

Cologne Comedy

Festival

Leicester Comedy

Festival

Magners International

Comedy Festival

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With more of us going out of our way to live healthier physical lifestyles.

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North America% of that have done each of the following in the past 12 months

Pre-COVIDFebruary

2020May 2021 Momentum

Do Home-Exercise Workouts 56 64 +7%

Running Or Jogging 45 50 +5%

Avoid Eating Bread 36 41 +5%

Exercise Daily 57 62 +5%

Try To Eat Foods That Are Better For Me 74 79 +5%

Do Yoga At Home 30 33 +3%

Information & Content Overload

1.9BSport Leagues, Tournaments & Teams

1.5BMusic festivals, Awards and Events

1.9BEntertainment and Lifestyle

1.8BCauses and Charities

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# of people across 18 countries who engage with at least 1 or more properties across each passion point

Among Financial Service Seekers…

SponsorPulse Opportunity Score: Stronger Scoring Properties

65

57

50

50

49

49

48

48

47

47

47

NFL - National Football League

NBA - National Basketball

Association

Monday Night Football

Football

4th of July Fireworks

Food banks and food security

NCAA Basketball

Recycling

Goodwill

Animal Welfare

Children’s hospitals or other

services for children with

illnesses

St Jude Childrens’ Research

Hospital

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Among Beer Purchasers…

SponsorPulse Opportunity Score: Stronger Scoring Properties

79

55

54

52

50

45

43

41

41

39

39

39

NFL - National Football League

NBA - National Basketball

Association

Monday Night Football

Football

Thursday Night Football

NCAA Football

MLB - Major League Baseball

NCAA Basketball

Animal Welfare

Recycling

MLB World Series

Summer Olympic Games

St Jude Childrens’ Research

Hospital

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Objective based planning being the critical first step.

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Are you in need of reach and awareness...?

Objective based planning being the critical first step.

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Are you looking to enhance brand opinion through causal partnerships...?

Objective based planning being the critical first step.

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Are you looking to drive purchasing through sport partnerships...?

Identify top properties for outcome potential

Understand performance and outcome potential Keep a pulse on up-and-coming property’s momentum Diversify your sponsorship portfolio

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Investing

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Uncertainty

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Fact: Currently, while the WNBA may not have the same engagement levels as other professional sports, intensity and momentum is on the rise (globally).

Top 5 Countries - Momentum with WNBA% who claim interest in the WNBA will increase over the next year

Engagement Comparison% who have engaged 1 or more times with the property over the past 12 months

Source: SponsorPulse, April 2019 - April 2021

19%

17%

16%

16%

14%

61%51% 52%

48%42%

37% 38%33%

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Ensure your category purchasers are passionate and likely to convert.

Through the WNBA, a brand like Tangerine is targeting its best prospects.

Engagement

Momentum

Excitement

Passion

Purchase Consideration

27%

13%

23%

10%

9%

41%

18%

30%

14%

15%

+14%

+5%

+7%

+4%

+6%

Total Likely to Apply for Credit Card

Difference

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FOMO (Fear of Missing Out)

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Fact: From a consumer perspective, intensity of engagement with the NBA is strong, which creates weekly opportunities to convert to brand purchase.

Intensity ComparisonIntensity outlines how many of those people with a property on a weekly basis or more - providing more frequent opportunities to intercept and add value as a sponsor.

52%

42% 38% 37% 36% 36% 35% 33% 33%

United States Canada Spain Australia United Kingdon Mexico Germany Columbia Argentina

Purchase Consideration ComparisonPurchase Consideration highlights the number of people who will consider purchasing a brand, product or service as a result of it sponsoring a property.

27% 22% 20% 19% 17% 17% 17% 16% 16%

United States CanadaBrazil SpainUnited KingdonMexicoColumbia South AfricaArgentina

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But the opportunity is not linear for all categories.

Strong Opportunity Score Categories with the NBA

25%

Placed bets on a

fantasy gaming

website

24%

Played video

games

24%

Purchased a

smart speaker

24%

Purchased an

energy drink

24%

Purchased

headphones

23%

Purchased a

consumer

electronic

23%

Purchased a

home appilance

23%

Purchased high

performance

apparel from a

retailer

23%

Considering

investing in

cryptocurrency

23%

Purchased a sport

drink

23%

Watched an

award show of

any type

22%

Used a music

streaming service

22%

Used a dating

website or app

22%

Purchased a

sporting good

from a

retailer

35

But the opportunity is not linear for all categories.

Low Opportunity Score Categories with the NBA

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19%

Purchased a dairy

product

19%

Purchased

personal care

products

19%

Purchased

household

products

19%

Purchased a

product from

a grocery

store

19%

Purchased

tickets to

an event

online

19%

Purchased wine

18%

Rented a vehicle

18%

Purchased gas

18%

Purchased airline

tickets

18%

Ate at a casual

restaurant or

sports bar

17%

Visited a home

improvement

retailer

17%

Used a loyalty

rewards card

FO-TMI (Fear of Too Much Invested)

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Set investment guardrails by leveraging a consistent consumer-driven, fact-based valuation of a property to establish a target deal spend range by tier of partner

Property Reach and Momentum

Identifies the number of people the property currently reaches and predicts future reach

Sponsorships Impacts Target

Leverages three different awareness targets by asset class to predict the number of people aware of a partnership

Market Value Inputs

Identifies a target spend range by isolating the number of people impacted and attributing a low-high value per person

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When you have the right data, setting investment value expectations becomes possible.

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Market: Wisconsin

Market: New York

Market: Alberta

Engagement

Passion

Impact

Opportunity Value

Engagement

Passion

Impact

Opportunity Value

Engagement

Passion

Impact

Opportunity Value

2MM

0.47MM

0.4MM

$1.9MM

5.6MM

0.62MM

0.53MM

$2.5MM

1.6MM

0.3MM

0.26MM

$1.25MM

Isolate and dollarize achievement of objectives

A consistent measurement methodology, delivering fact-based performance and outcome insights

0 3

Demonstrating

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FOBI (Fear of Being Involved)

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All publicity is not good publicity. Engagement with the WE Charity hasn’t changed – Canadian’s continue to follow; however, passion and sponsorship impact potential has significantly.

Engagement

Passion

Purchase Consideration

Favourability

Rolling 18 month

24%

12%

17%

19%

Rolling 6 month

24%

9%

12%

12%

Difference

Flat

-3%

-5%

-7%

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31%26% 22% 19% 18% 17% 17% 16% 16%

Japan Mexico Colombia Brazil Argentina South

Africa

Spain China Canada

But the impact of turbulent news isn’t a ‘one-size-fits-all’ outcome. Here’s a look at Tokyo 2020 Olympic sponsorship favorability with consumers globally. Of 18 countries, Japan leads in driving brand favorability for sponsors.

Favourability Comparsion

Favourability highlights the % of those who engage who will be more favourable towards a brand, product, or service as a result of it sponsoring the property

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Contending data

44

45

Sponsorship Effectiveness Reports provide a consistent measurement methodology, delivering fact-based performance and outcome insights

S p o n s o r s h i p d e c i s i o n s , s i m p l i f i e d .

HealthWhat is the size and strength that the sponsored property provides for the brand?

AwarenessWere you aware that the brand sponsored this property?

Source of AwarenessHow did you become aware of this sponsorship (among aware)?

FavourabilityDoes this sponsorship make you feel any differently about the brand?

Purchase ConsiderationDoes this sponsorship change your consideration to purchase this brand’s products or services?

Actions TakenWhat actions did the sponsorshiplead you to take towardthe brand?

Property Reach Impact

Total Value Communicated ~$3M

Broadcast Impressions ~70MM

OOH Impressions ~18MM

Digital/Social Impressions ~22MM

In Arena/Stadium Attendance ~20K per game

Total Actual Investment ~$1.5M

Case Study: Same property, both 5+ year partners, similar media impressions with similar media value provided to the partner by the property…

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Sponsorship Breakthrough Partner 1 Partner 2

Unaided Sponsor Awareness% Unaided

2% 10%

Aided Sponsor Awareness% Aware

23% 44%

Sponsorship Impact

Incremental Purchase Consideration% NET Increased, Among Aware

25% 34%

Enhanced Brand Favorability% NET More, Among Aware

24% 42%

Impact on Key Image Attributes% NET Increase, Among Aware

28% 44%

Compared with SponsorPulse’s Database

Top 10% Top 25% Top 50% Bottom 50%

Results: Very different performance and outcome results with consumers

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Focus your efforts

Activate the right amountSpend the right amountAchieve better results

0 4

Learn & Optimize

48

41%Mass/ Broadcast

57%With Digital, Social, Mobile Activation

Second Guessing And we also know that creative can impact in-market impact by 2.5x!

Through our work we know that >30% of Marketing Activities are destined to FAIL IN MARKET. Learned through testing the biggest global brands

Same Product, 5 Different Executions

48%Creative 1

Creative 2

Creative 3

Creative 4

Creative 5

38%

35%

25%

20%

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AssociationTV advertising, signage, digital, videoboard, social

DemonstrationCommunity events, compelling, displays, limited edition, packaging

CelebrationPromotions or contests, entertainment areas, casual, integrations

Gains +10% +9%

Isolating performance is a step in the right direction.

Solving for ‘why?’ and uncovering for ‘now what?’ gets you closer to your objective.

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Impact 39% 48%29%

---

Grabs Attention% Very/Somewhat effective among fans

Impact% Net increase among fans

Commerical during the game

(not sponsorship related)

49%

16%

Commerical during the game talking

about sponsorship

57%

24%

Commerical during the game

featuring the players

63%

26%

We have consistently learned that effectively integrating brand and property accelerates results.

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Is active in the community 74

Brings friends together 66

Excitement & Fun 63

Tradition & Heritage 61

Competitive 59

Star Power of Athletes 56

Diverse & Inclusive 52

Innovative & Trendy 50

Brings family together 44

Rugged & Hard working 43

Is very different from other leagues/teams 41

Property Engagement Drivers

While recognition that ‘activation drives sponsorship impact’ is widely acknowledged, identifying the ‘right’ activation is critical.

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Partner 1 Activation Idea 1

Activation Idea 2

Activation Idea 3

Activation Theme Hyped up Social

Game Fundamentals

Focus

Family Gathering Moments

Focus

Likelihood to Interact% Very/Somewhat

51% 44% 30%

Consideration% Net Increase

37% 26% 16%

Favourability% Net Increase

41% 31% 22%

Stop/Search/Share% Would do 1+

51% 39% 27%

Socialize% Talk to family/friends

17% 14% 6%

Image ImpactAvg. % Net Increase

43% 34% 22%

Not all activation is created equal. It’s critical to align the message with the consumer passion-point that authentically compliments the brand.

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Partner 1 1st Year Measured

2nd Year Measured

Sponsorship Breakthrough

Unaided Sponsor Awareness% Unaided

2% 6%

Aided Sponsor Awareness% Aware

23% 34%

Sponsorship Impact

Incremental Purchase Consideration% NET Increased, Among Aware

25% 39%

Enhanced Brand Favorability% NET More, Among Aware

24% 44%

Impact on Key Image Attributes% NET Increase, Among Aware

28% 41%

Compared with SponsorPulse’s Database

Top 10% Top 25% Top 50% Bottom 50%

Continuous learning leads to optimizing activations and content that deliver significant gains YOY.

The Way Forward

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Where to go from here…Lots of noise driven by data points, sometimes contradictory, for the same property – impressions, attendance, likeability, etc.

Cut through the noise and lean into a system that delivers the right data and measures the right outcomes for your brand and property with your target.

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Where to go from here…

Planning

We know that planning is critical…but many struggle with where to start. Start with understanding the sponsorship landscape and identifying property baselines, strengths, and opportunities for growth that are aligned with the brand

Investment

Investment decisions, and negotiation, shouldn’t be taken at face value. You can identify top properties for your target and category and monetize opportunity based on consumer engagement and impact potential facts. The numbers are there!

Demonstrate

Demonstrate with certainty if a partnership is working (or not). Starts with established KPIs. From there, the system for isolating outcomes becomes straightforward.

Learn & Optimize

Never stop at ‘an answer’. Learn and optimize to evolve a ‘now what’ actionable mentality.Understand your opportunity areas and address them with partners

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S p o n s o r s h i p d e c i s i o n s , s i m p l i f i e d .

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Webinar: Sponsorship Decisions, Simplified

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July 21, 2021