Roger Breum from the sponsorship agency Hookit talks to Kenneth Cortsen from UCN & USF about new trends and tendencies in sports sponsorship and how digitization blends in with traditional approaches and allows rights holders and brands to gain better insights in terms of sponsorship measurement across intangible and tangible elements. The dialogues discusses the characteristics of good activation and important aspects to consider in an international sponsorship context. In doing so, they touch on how algorithms and digital tools can help sponsors and rights holders gain understanding of the ROI, ROE and ROO perspectives of sponsorship?
Sports sponsorship, big data, data-driven sports marketing