Lumency Sponsorship Performance Scorecard™
A Better Way to Measure Sponsorship Effectiveness
A faster, more cost-efficient, way to measure sponsorship impact across your entire portfolio. Powered by Lumency’s in-house market research team, this helps brands make data-driven decisions efficiently.
A standardized, consistent scorecard and consolidated Sponsorship Impact Quotient (ROO) allows benchmarking and comparison across properties, enabling efficient decision-making.
How It Works
- Evaluate multiple sponsorships at once
- Continuous tracking opportunities
- Customized surveys that speak directly to sponsorship partners and assets
How to Get Started
Pilot Program: Test the approach before scaling up.
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Annual Plan: Ongoing sponsorship measurement for multi-property sponsorship portfolios, resulting in a potential budget savings compared to traditional measurement fees
Insights Captured / Topics Covered:
- Key Sponsorship Cut-Through Metrics – Unaided & Aided Sponsorship Awareness, Activation Recall (Aided)
- Sponsorship Impact on Key Brand Funnel Metrics:
- Brand Familiarity
- Brand Imagery / Perceptions
- Brand Affinity / Love
- Purchase Consideration
- Brand Preference / Favourability
- Recent Purchases
- Brand Loyalty
- Brand Advocacy / Recommendation
- Lumency can adapt the battery of metrics to mirror your Brand Health Tracker / Brand KPIs
- Asset / Activation Impact on Key Funnel Metrics (same as above)
- Partner / Property Insights:
- Fan Engagement Touchpoints
- Fanbase Demographic Profiling
- Fan Perceptions / Imagery
- Sponsorship Ecosystem:
- Top Passion Points
- Top Sports (Fandom / Participation)
- Top Properties (Select / Curated List)
Discover How Our Sponsorship Performance Measurement Solution Uncovered Key Insights:
How Lack of Impactful Brand-Led Activations Can Limit Sponsorship Performance: A Case Study
Why More Media Exposure Doesn’t Always Lead to Greater Brand Impact: A Case Study
