Sponsorships are no longer just about brand visibility, they’re about measurable results. In a recent collaboration between a sports club and its sponsor, we unlocked insights that delivered tangible growth with data collaboration, and the numbers tell the story. Here’s what we did, what we found, and why leveraging data in sponsorships is the smartest move you can make.

How We Started: Combining Data for Better Results

We analyzed first-party data from both the sponsor and the club to uncover shared audiences, track growth, and identify opportunities. Importantly, the use of timestamps in both databases allowed us to go back to the start of the sponsorship and precisely measure its impact over time. This approach provided insights far beyond what traditional marketing data could deliver.

The Results: What We Achieved

1. Market Share Boost Despite Fanbase Growth

At the start of the sponsorship, the club had 148,000 fans in its database, and 8% (11,900 fans) were also customers of the sponsor. Over time, the fanbase grew to 198,000 fans (+33.78%), and despite this growth, the sponsor’s market share didn’t just keep pace, it even grew faster.

Today, 9.7% (19,188 fans) of the club’s fanbase are customers, representing a 21% increase in market share since the sponsorship began.

• Impact in Numbers:

• 7,288 additional fans converted into paying customers since the sponsorship.

• Revenue Impact: At a Customer Lifetime Value (CLV) of €750, these extra customers added €5,466,000 in revenue directly tied to the sponsorship. 🤯

2. Accelerated Overlap Growth

Without the sponsorship, based on historical trends, the overlap between the sponsor’s customers and the club’s fans would have reached only 17,347 fans organically. Instead, thanks to the partnership, the overlap grew to 19,188 fans, an increase of 1814 fans or 14.59% faster growth than organic trends alone.

• Impact in Numbers: These additional 3,348 fans account for €1.3M in revenue, directly attributable to the sponsorship.

3. Dormant Fans: A Hidden Opportunity

Within the 19,188 fans in the overlap, more than 53% (10,346 fans) are no longer actively engaging with the sponsor. These dormant fans represent an untapped goldmine:

• Scenario: Reactivating just 10% of these dormant fans (1,034 fans) would generate an additional €775,500 in revenue. (Plan to do so below in the next steps)

4. Targeting Younger Fans for Acquisition

Beyond the overlap, there are 77,000 fans under 35 that are the target audience of the sponsor in the club’s database who haven’t yet converted to customers. This younger audience represents a significant long-term growth opportunity:

• Scenario: If just 5% of these younger fans (3,850 fans) convert, this would add €2,887,500 in revenue.

The sponsor (re)activated the fans in advertising and owned channels with a relevant offer and in the acquisition segment, the results where slightly better than their usual results but reactivating dormant accounts from fans worked tremendously.

The Bigger Picture: Why Data Collaboration is Essential

Here’s what the data makes crystal clear:

• +21% Market Share Growth Despite Fanbase Growth: Even as the fanbase grew from 148,000 to 198,000, the sponsor gained more ground, growing their share of the audience.

• €5.5M of Fan Generated Revenue of which 2.5M can be attributed to the accelerated growth: The sponsorship’s measurable impact is undeniable.

• Possibility to Easily Get €775K from Reactivating Dormant Fans: These untapped customers are a quick win.

• €2.8M in Potential Growth from Younger Fans: The future is bright with strategic targeting.

The Opportunity You Can’t Ignore

If you’re not leveraging data collaboration in your sponsorships, you’re missing out. Here’s why:

• Proven ROI: Every step of the way, the numbers speak for themselves.

• Untapped Potential: From dormant fans to prospects, the opportunities are endless.

• Real Results: With precise data and actionable strategies, sponsorships become a powerful growth engine.

Don’t just be a sponsor, own the results and make them count!

Let’s Create Opportunities and Make It Happen

Ready to turn your sponsorships into measurable revenue growth? With the right data collaboration, you can see these results for yourself. Let’s talk about how to uncover opportunities, drive growth, and prove ROI.

Reach out, and let’s build your success story. 🚀