Brand health is a concept that traditional brands in sectors like automotive or retail have been dealing with for years and when we in the sports world say ‘brand health’, we typically think of Nike, Adidas, or the plethora of consumer brands that sponsor sport like Budweiser, HSBC or Emirates. These brands all use sponsorship to improve their own brand health with the ultimate goal of driving new business. No secret there.
Brand health can be measured many ways, but in general it is an indicator of what the public (or target audience) thinks of you. Attributes like Trust, Quality, Value, and Impression all factor into brand health and typically these are drivers of incremental business indicated in other ‘lower funnel’ metrics like Consideration and Purchase Intent.
So when brands invest in sponsorship with the intent to improve their own brand health, they’re not only paying for eyeballs. Uplift in sponsor brand health occurs through the transfer of positive brand attributes from the property to the sponsor. It is perceived association that enables this brand health transfer… and it only works if the sponsored league, team or event has positive brand health has currency to offer.
Too frequently potential sponsors understand this brand health concept, but football clubs do not. Clubs often promote ticket sales, social media numbers, trophies or tradition… but rarely have data to support a sponsor’s most critical asset – the club’s brand health.
Ultimately, a football club that wants to make a compelling case for sponsorship investment must have evidence of its brand health or value. Thankfully for most clubs, we measure this every day with our YouGov FootballIndex tool. Similarly, we measure leagues and events around the world with YouGov SportsIndex and other non-football teams with YouGov TeamIndex. This data enables more effective commercial activity in several ways.
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