Illustrative engagement. A representative scenario showing how we approach this kind of work in sport. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping sport
Sport connects leagues, clubs, brands and fitness businesses with fans and participants. Engagement, sponsorship value and participation trends shape investment.
- Fans follow sport across TV, streaming and social
- Sponsors want measurable value
- Fitness participation is growing in cities
Client background
A consumer brand sponsoring a league, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A consumer brand sponsoring a league
- Sector
- Sport
- Team engaged
- Market Research
- Services
- Quantitative research, Reporting & insights
Client challenge
The brand wanted to know whether its sponsorship improved perceptions.
Research objectives
- Deliver on the brief: evaluating a sports sponsorship.
- Understand the views, needs and behaviour of fans.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 2,000 fans.
- fans2,000
Audiences we typically reach in sport
Fans and viewersPlayers and participantsSponsorsGym and fitness membersParents of young athletes
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Pre/post brand survey
- 3Insight
We measured brand awareness and image among fans before and after the season.
Quantitative researchReporting & insights
Sampling strategy
- fans
- 2,000
- The sample was designed with the client around the decision to be made, with quotas to keep key groups readable.
Data collection
- Data was collected with the methods listed below, managed by a dedicated project team.
Data quality & validation
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Activation multiplies sponsorship value.
Recommendations
- Build on the core insight: activation multiplies sponsorship value.
- Share the findings with the teams closest to customers so they can act quickly.
Business impact
- Awareness rose among fans, especially through on-ground activations.
Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what did a sponsorship deliver?