
Throughout the professional sports industry, sports data intelligence has become an invaluable tool. It is the key to managing the sponsorship life cycle. Not only that, it facilitates a better sponsorship sales process. Give organizations the right data and they can optimize sales.
Different Types of Sponsorships

Leveraging sports data intelligence to enhance the sponsorship sales process begins with understanding the four different types of sponsorships now in play. Here they are, complements of KORE:
- Athlete – The athlete sponsorship is one in which a sponsor associates its brand with individual athletes who agree to promote that brand.
- Team – The team sponsorship is similar except that it involves an entire team rather than just one or two athletes.
- Event – Sponsors can promote their brands through live events in stadiums and arenas. The sponsor typically pays a fee in exchange to have their brand incorporated into event promotion and marketing.
- Venue – A venue can also be sponsored by a particular brand. Venue sponsorships typically include a prominent brand presence throughout the space.
How does data play into all four sponsorship types? KORE says it provides the kind of insights promoters and sponsors need to make smart decisions. Let’s look at some of those insights for clarification.
Fan and Audience Insights
Pro sports is a business whose customers are fans. Therefore, at the heart of the sponsorship sales process are the fan and audience insights that give sponsors and promoters direction. Sports data intelligence is leveraged to help organizers gain comprehensive insights into what makes fans tick.
Data can be harvested from ticket sales, online surveys and polls, social media, and other sources. By gathering and analyzing as much data as possible, organizers can fully understand fan behaviors and preferences. Insights can be combined with demographic data to make better marketing decisions. The result is a better and more effective presentation to potential sponsors.
Optimizing Sponsorship ROI

Capitalizing on the sponsorship sales process often relies on reassuring sponsors of a solid ROI. Once again, the right data proves invaluable here.
Data analytics makes it possible to measure sponsorship effectiveness through a variety of metrics. Sponsors appreciate metrics relating to brand visibility, lead generation, sales conversion, and fan engagement. When a sponsor can see a positive ROI from previous sponsorships, it’s easier to commit to new opportunities.
Identifying the Best Opportunities

Speaking of new sponsorship opportunities, data goes a long way toward identifying the best of what is out there. Sports data intelligence points to the partnerships that appear best suited for a particular brand. It offers the opportunity to compare data on target audience overlap and brand alignment. Sports data intelligence even tracks historical sponsorship performance so that sponsors can better evaluate new opportunities.
In short, the right data identifies the best opportunities for sponsors looking to increase their investments. It steers them away from those opportunities that don’t promise enough of a return. The end result is a sponsorship sales process that closes more deals than it loses.
Informed Sales Are Successful Sales
What all is said and done, the sponsorship sales process should produce a satisfied sponsor who feels like its investment was worthwhile. The whole point of integrating sports data intelligence into the sales process is to generate informed sales. Informed sales are successful sales.
KORE Software is a sports data intelligence specialist. Contact them to learn more about how the right data can enhance the sponsorship sales process. Needless to say, data is invaluable to lining up sponsors and guaranteeing they earn a worthwhile return on their investments.