Blauw Sponsorship Impact shortlisted for 2024 ESA Awards

The European Sponsorship Association (ESA) has shortlisted our Sponsorship Impact Tracker for the Mercedes-AMG PETRONAS Formula One Team for a prestigious ESA Award in the category ‘Best Use of Measurement & Insight’.

Blauw Sponsorship Impact shortlisted 2024 ESA Awards

Blauw Sponsorship Impact continuously measures the impact of the Mercedes-AMG PETRONAS F1 team's partnerships. We are proud that this great research project is now shortlisted for a 2024 ESA Award.

The ESA Award winners will be announced during the award ceremony on March 7th 2024 in London.

More about the Mercedes-AMG PETRONAS Formula One Team Sponsorship Impact Tracker

The Mercedes-AMG PETRONAS Formula One Team is one of the most prestigious rightsholders in the sports industry. Brands sponsoring a rightsholder at this level have their own sponsorship goals and objectives. To best serve these brands, it is essential for the team to understand the impact sponsorship has on its partner brands and to continuously monitor a wide range of sponsorship KPIs.  

Blauw Sponsorship Impact developed a research tracker to measure the real impact of sponsorship on consumer sentiment and behaviour. This enabled the team to continuously pinpoint the extent to which targets were being met, why KPIs were performing the way they were and how performance could be further improved.

Competing in a championship with year-round exposure, it was essential to develop a tracker that was ‘always on’. By collecting data every day of the year, peaks and troughs in KPI performance could be linked to events during the season and tracked over time.

In 2023, 27,000 respondents from 9 markets were surveyed. Insights were visualised in an online dashboard which showed the latest impact of sponsorship on each partner brand.

As a result, the team was able to create stronger engagement with its partners and encourage a collaborative approach to implementing changes in the activation planning throughout the season. Increased rightsholder accountability helped meet and exceed mutual objectives and build closer rightsholder-sponsor relationships. In turn, the new more collaborative approach allows the team to provide partners with more tailored and focused propositions when it comes to sponsorship renewals.

About Sponsorship Impact

We have been helping international brands optimise their sponsorship strategies for over 20 years. We not only prove the brand growth that sponsoring provides, but also identify opportunities to improve sponsorship strategies.

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Eva Gerritse
Eva Gerritse
Eva Gerritse
Eva Gerritse
Eva Gerritse

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Eva Gerritse
Business Lead
+316 113 550 95
eva@blauwsponsorshipimpact.com
Philip Rouwenhorst
Philip Rouwenhorst
Philip Rouwenhorst
Philip Rouwenhorst
Philip Rouwenhorst

Want to know 

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Philip Rouwenhorst
Research Consultant
+316 389 109 22
philip@blauwsponsorshipimpact.com
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