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dentsu Sports Analytics and Fonto launch new sponsorship tool

dentsu Sports Analytics and Fonto launch new sponsorship tool
May 27, 2024

Following a successful pilot program with Cricket Australia, consumer data specialists, Fonto, and dentsu Sports Analytics, have announced the Australian launch of SponsorshipBI - a platform “that measures a sponsorship’s true business impact”.

SponsorshipBI delivers a “fuller picture of how fans behave throughout the fan experience - from being exposed to sponsorship, to spending their hard-earned cash on sponsors’ products.”

Since launching in the market in 2023, dentsu Sports Analytics, a global offering in conjunction with MKTG Sports + Entertainment (MKTG), has provided expert research, data and analytics insights to brands and rights holders, driving better outcomes across the sports and entertainment measurement industry.

SponsorshipBI is an industry-first platform that links traditional “top of funnel” brand impact metrics of sponsorship to actual transactions by fans. SponsorshipBI launched earlier this year in the US following a successful pilot demonstrating the business impact of NFL and NBA sponsorships in partnership with dentsu sister agency Merkle’s Merkury platform. In Australia, dentsu Sports Analytics has partnered with Sydney-based consumer data and research group Fonto to connect with financial data from over 70,000 Australians, making this the first non-US market to access SponsorshipBI.

Phil Rigby, Acting Head of Commercial Development at Cricket Australia, commented on the value of SponsorshipBI “we engaged with dentsu Sports Analytics and MKTG to leverage the power of SponsorshipBI because it provides a new level of insight into how sponsorship connects brands with fans through sport and ultimately creates significant business impact for our sponsors. The ability to link fan transactions directly to sponsorship activities is a game-changer in demonstrating the true value of our commercial partnerships.”

Ben Dixon, Chief Executive Fonto enthused “we are delighted to partner with dentsu Sports Analytics to build a new capability in the sports sponsorship arena. The ability to link longitudinal transactional data with consumer research at an individual level is completely unique and will make the measurement of sponsorship spend far more accurate going forward.”

Martin Ansell, Head of Strategy & Insights at dentsu Sports Analytics and MKTG, expressed his excitement about launching SponsorshipBI in Australia adding “we know that despite all the data that’s now available - from reach and viewership to exposure and brand health tracking - less than 1 in 5 people in our industry say they can very confidently measure the business return of their sponsorships.

“Those top-of-funnel measures will always be an important part of the story. But now, with SponsorshipBI, we can look further down the consumer funnel to actual, verified transactions and track the spending or market share differences between fans and non-fans.”

Related Articles

18th March 2024 - MKTG Sports and Entertainment strengthens service offerings and refreshes organisation

12th February 2024 - Global sport sponsorship market set to grow by US$22.6 billion in years to 2027

8th January 2024 - Cricket Australia advises that shortened BBL season attracts larger crowds

21st December 2023 - Cricket Australia extends long-standing partnership with MKTG Sports + Entertainment

15th November 2023 - MKTG Sports + Entertainment partners with Halo Sport to launch MKTG New Zealand

20th September 2023 - Cricket Australia partners with Legends to expand global merchandising activity

12th July 2023 - A quarter of State of Origin sponsorships feature ‘harmful’ products

7th June 2023 - Dentsu Sports International appoints Echo Li to new position of Chief Commercial Officer

28th April 2023 - YouGov Sport reveals innovative sponsorship prospecting tool

19th April 2023 - Dentsu announces Dentsu Sports Analytics and global Managing Director appointment

18th January 2023 - MKTG Sports + Entertainment welcomes 2023 with expanded offering, several new hires and promotions

21st October 2022 - Sponsorship’s new paradigm

24th August 2022 - Revo Fitness appoints Dentsu International to manage national media account

24th August 2022 - MKTG expands team with multiple key hires


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