Sponsorships
Sponsorships
Futures are experts in sponsorship evaluation. Advertising media equivalents remain a key metric for assessing sponsorship ROI, and we have developed proprietary software to accurately and efficiently track brand exposure. By combining exposure data with our industry-leading audience insights and media buying rates, we deliver the most robust and reliable media valuations in the market.
Our analysis goes beyond purely reporting media values. We provide the context and insight behind performance, explaining why values fluctuate and identifying opportunities to optimise future outcomes, from creative execution to logo placement, to maximise long-term value.
We also recognise that the success of a partnership extends far beyond media value alone. Brands invest in sponsorships to achieve broader objectives, such as increasing awareness, shaping perception, and driving consumer intent. Futures works closely with rights holders and brands to define and track the KPIs that matter most to them, delivering clear, actionable insights to help ensure partnerships succeed for all stakeholders.
Our range of services
Media Valuation
Futures has built proprietary software to track the exposure of brand logos and, as part of Omnicom, has access to up-to-date media rates. Combining exposure, audience and actual media rates allows Futures to provide accurate advertising value equivalents across all channels.
Blank Space Analysis
Futures utilises their exposure tracking software to identify areas of the coverage that could have been branded, and how much it would have been worth.
Partner Impact Research
Futures regularly conducts bespoke primary research on behalf of clients to assess the impact of a partnership on each stage of the marketing funnel, from awareness, through to consideration, preference and purchase.
Creative Review
Futures has monitored and valued brand exposure for over 20 years. The team has unrivalled knowledge when it comes to providing qualitative recommendations for improving creative design, as well as providing suggestions using quantitative data post-event.
Portfolio Management Tools
Futures have created tools (Excel and web-based) that allow sales teams to build sponsorship packages based on available inventory.
Key questions our clients ask us
How many seconds is their brand seen? What is that worth? Are fans of a club more likely to purchase if they are aware of a partnership?
We supplement media values with deeper quantitative evidence of brand impact.
While sponsorship value can fluctuate based on on-pitch performance, there is always room to maximise those parts of a sponsorship a brand can control. For example, this can be achieved by optimising creative execution or the identity of assets held.
Which categories spend the most on sponsorship? Why is my team better for their brand than a rival team? Why are my fans attractive to them?
Servicing existing partners is only one part of the challenge. Futures’ data can help demonstrate the merits to a brand of partnering with your sport.