Sponsorship measurement has evolved - but brands are still asking: what more can we learn from fan exposure?
In today’s crowded media landscape, visibility alone isn’t enough. Brands need to know not just if they were seen by consumers, but how they were perceived. Watch YouGov’s latest webinar to discover how fan perception data can amplify traditional sponsorship metrics - giving you a clearer, more complete picture of sponsorship value.
In this session, we cover:
- How sponsorship value is traditionally measured – and what else partners want to know
- The traditional model and where fan data can enhance it
- The power of boosted brand impact score
- How perception data adds depth to sponsorship measurement
- Real-world results, including what jersey sponsorships reveal
- A comparative look at which brands gained more - and why
- What’s next? From exposure to recall and resonance
- A preview of new ways YouGov is pushing the model forward.
Meet the speakers
Nicole Pike, Global Head, YouGov
Nicole Pike is one of the sports & gaming sectors’ most-respected experts, boasting 20+ years of experience in consulting, custom research, brand tracking, and sponsorship measurement in the space. She has built her career collaborating with major industry players to build meaningful data streams and insights, in turn shaping industry standards for measurement.
In her role at YouGov, Nicole leads the company’s dynamic sports practice area globally, working with her team and clients to expand the value of some of the industry’s deepest and most sophisticated research tools.
Sarah Melville, Global Head of Sport Research & Media, YouGov
Sarah Melville has worked in the sports industry since 2007 with over five of those years within YouGov Sport. Sarah started her career by collaborating with the Youth Sport Trust and nine sports governing to complete her Loughborough University Doctorate in sport policy. Sarah has lead research teams across public and private sectors, specialising in media, sponsorship and customer experience. Her expertise stretches beyond data analysis, also focusing on client service, project management data sourcing and database management and visualisation. Sarah provides oversight of media projects, ensuring high standard deliverables and a consultative, insight- driven approach.
YouGov
YouGov is a global market research and analytics company, providing insights into what the world really thinks, does, wants and buys.
To do so, we connect daily with our engaged members around the world to gather their thoughts, behaviors, and opinions. This commitment to real-time interactions with real people enables us to ensure that our research data is powered by reality.
As a YouGov member, your opinions and behaviors are valued and rewarded. Whether you’re answering questions or scanning your shopping, the data you share helps companies, brands, and governments to better understand your reality and make decisions that support your needs.
YouGov /Research Reality
