Why do brands & agencies need a sponsorship analytics platform?

How can brands & agencies keep up with the growing demand of the sponsorship industry?

As sponsorship spend continues to grow year over year, brands and agencies are shelling out more dollars and can’t always explain where the money is going and how it’s benefitting the brand. According to PWC, “the sports sponsorship market is expected to grow from $63.1 billion in 2021 to $109.1 billion in 2030 as a host of new sponsors - such as sports betting and streaming giants - buy in”. With sponsors spending billions of dollars each year, they deserve to know which properties and assets are performing the best and where to increase or decrease spend. Brands and agencies should be able to answer the question “if you had one more dollar to spend, what team, league, market, asset, etc. are you going to put it towards to return the greatest value?” without hesitation. Knowing your top assets, properties, and locations should be a non-negotiable for brands and agencies when it comes to their sports sponsorships.

This is where a sponsorship analytics platform comes in. Having a platform that aggregates and compiles data in a clean, simple way can help brands and agencies stay afloat in the current market. Agencies need to be able to consolidate their brands and differentiate themselves from other agencies when it comes to the data that they have access to. Being able to report back to their brands on how each asset is performing will set them apart from other agencies that do not utilize a sponsorship analytics platform. Brands will also benefit from having access to their sponsorship performance data to ensure that the dollars they’re spending are receiving returns that align with the amount invested.

How can a sponsorship analytics platform help brands and agencies optimize tracking the performance of their sponsorship assets?

In the current market, there is no shortage of ads in sports. From in-stadium signage to digital dasherboards, jersey patches, social media, and more, brands and agencies have their hands full with sponsorship assets to keep track of. Without a sponsorship analytics platform, brands and agencies will find themselves spending hours trying to compile and sort through data. For agencies, this process is even more time-consuming since agencies typically need to keep track of multiple brands at one time - a feat that becomes increasingly difficult with more brands and sponsorship assets.

Brands and agencies have enough on their plates trying to keep track of a myriad of sponsorships across different teams and assets – why add sponsorship reporting and compiling data to the list? Investing in a top-tier sponsorship analytics platform can not only save time and drive revenue but can be a valuable tool for measuring sponsorship ROI and ensuring that sponsorships across various brands and teams are being priced fairly and returning the value expected of them. Having access to a sponsorship analytics platform will free up tons of time so that employees can focus on priority tasks rather than the tedious compilation and sorting of sponsorship data.

It’s becoming relatively mainstream for professional sports teams to have a sponsorship analytics platform. If sports teams are going to have valuation software to track sponsorship performance across their brands, should brands and agencies prioritize having access to the same tools to level the playing field?

Where does Trajektory come in?

Trajektory is the premiere sponsorship analytics vendor on the market right now. We make it easy to keep track of all of your brands, properties, and assets in one simple, user-friendly platform. We help brands and agencies keep track of valuations for social, TV broadcast, LEDs, static signage, radio, and more. Our platform allows you to pinpoint top (and bottom) performing assets and properties so you can be confident in deciding where to increase or decrease sponsorship spend.

Trajektory’s Industry Intelligence Metrics letting you compare and track performance across teams and competitor brands.

Not only can the Trajektory platform let you view your brands’ assets and performance, but you can also compare and track the performance of competitor brands as well as any professional sports team. This allows you to benchmark performance across all assets to see where your brand’s valuations stand in comparison to others across the same or different leagues. With Trajektory, brands, and agencies can optimize their sponsorship spend to ensure that their investments are performing well, and make adjustments over time if needed – something they’ve never been able to do before.

Interested in learning more? Get a demo at Trajektory.com/demo