Enta Australasia
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…
read moreFollowing 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.”
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
Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?
As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.
Click here to view our subscription options.
The Complete Guide to Leisure Industry Products & Services.
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…
read moreA leading designer and manufacturer of innovative waterslides and attractions, Australian Waterslides and Leisure (AWL) is also able to advise clients in the areas of concept and design, feasibility…
read moreYellowbox is an Australian technology company that has developed smart locker technology operated through an app with a focus on experience for users and facility managers. Found at Beaches, Aquatic…
read moreOur team believes floors should be beautiful, comfortable, and engineered for safety, even when wet. Life Floor tiles meet six unique performance based standards: slip-resistance, impact absorption,…
read moreExerp is a global IT specialist in member management software for the fitness and leisure industry. By focusing on the needs of large enterprises, where streamlining, control and scalability are…
read moreWith industry leading solutions in design and durability you can improve your facilities with our access control operations, payment systems and flexible personal locker storage solutions. Your…
read morerevolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…
read moreIntelligenz provides Leisure Management Software for managing all your Program Registrations, Facility Bookings, Membership Sales and POS Transactions; including detailed Reporting, automated…
read moreGet your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!