Event sponsorships can be a fantastic opportunity to boost brand visibility, drive engagement, and connect with your ideal audience. But how do you decide if sponsoring an event is the right move? The answer lies in data collaboration.

Before committing valuable resources to a sponsorship, analyzing shared customer data between your brand and the event can reveal if it’s a worthwhile investment. Tools like data clean rooms allow brands to securely share and analyze data, uncovering key insights while maintaining customer privacy. With these insights, you can make informed decisions instead of relying on guesswork.

Let’s dive into how data collaboration can help you evaluate whether an event sponsorship is the right fit for your brand—and what steps you should take next.

Why Guess When Data Collaboration Has the Answers?

Imagine this: your marketing team is considering sponsoring a high-profile sports event. The idea sounds exciting, but is it the right opportunity for your brand? By using data collaboration, you can evaluate the potential impact of the sponsorship before making a commitment.

For example, we analyzed 660,000 customer profiles through a secure collaboration between two sports brands—one in sports nutrition and the other hosting a sports event. Here’s what the analysis revealed:

• 3.75% audience overlap (12,099 customers engaged with both brands).

• Customers in the overlap had 35% higher Customer Lifetime Value (CLV) compared to non-overlap customers.

• These customers placed 24.3% more orders on average.

These insights highlighted a significant overlap of high-value customers who were already engaged with both brands, making the sponsorship a compelling opportunity.

What Data Collaboration Reveals

Data collaboration involves securely sharing and analyzing data with a partner—such as an event organizer or complementary brand—to identify shared audience segments and opportunities. Tools like data clean rooms create a safe space for this analysis, ensuring customer privacy while uncovering valuable insights.

In this case, collaboration between a sports nutrition brand and a sports event organizer helped determine the sponsorship’s potential value by analyzing:

• Audience overlap: How many customers engage with both brands.

• Customer behaviors: Spending patterns, order frequency, and loyalty of the overlap audience.

• Potential growth: Opportunities to attract new customers with similar profiles.

This collaborative approach helps brands make confident decisions before committing to sponsorships.

4 Next Steps to Maximize Sponsorship Potential

If data analysis confirms that an event sponsorship is a good fit, here are four actionable steps to get the most out of it:

1. Start the Sponsorship

With data-backed insights, move forward confidently. Sponsoring the event provides access to a high-value audience with demonstrated loyalty and purchasing power.

2. Leverage Data for Personalized Loyalty Campaigns

Use what you’ve learned about the overlap audience to create tailored loyalty campaigns. For example, reward these high-value customers with exclusive offers, event-related perks, or early access to products to deepen engagement and reduce churn.

3. Launch a Targeted Acquisition Campaign

Develop campaigns to attract new customers who fit the overlap profile.

• Digitally: Use social media, email, and online ads to target these audiences before, during, and after the event.

• Physically: Build an on-site presence at the event to engage attendees and encourage sign-ups or purchases directly.

4. Create a Joint Offer for Maximum Impact

Analyze overlap data to identify best-performing products and services. Collaborate with the event organizer to create joint offers or bundles. A limited-edition product or exclusive event package could significantly boost sales and brand recognition.

What Data Should You Analyze Before Sponsoring?

When evaluating a sponsorship opportunity, focus on these key data points:

1. Audience Overlap

How many of your existing customers are already engaging with the event? This overlap can indicate how aligned the event’s audience is with your target market.

2. Customer Lifetime Value (CLV)

Are overlap customers more valuable to your business? If they tend to spend more or stick around longer, the event could be a goldmine for attracting similar high-value customers.

3. Order Frequency

Does the overlap audience buy more frequently than others? If they do, this is a sign that engaging them further through sponsorship could lead to increased sales.

4. Event Demographics and Behavior

Collaborate with the event organizer to analyze attendee demographics and behavior. Knowing their preferences helps you craft a sponsorship strategy that truly resonates.

Is Sponsorship Right for Your Brand? Let Data Collaboration Decide

The key to making sponsorship decisions isn’t just enthusiasm—it’s insight. With data collaboration, you can evaluate audience alignment, predict potential ROI, and make informed choices that align with your business goals.

Instead of asking, “Will this work?” you’ll confidently say, “This is the right move.”

Ready to explore your next sponsorship opportunity? Let data collaboration guide the way—and turn your next partnership into a win-win for your brand and your customers!