Return on Sponsorship - Clean Rooms for Sport Rightsholders & Sponsors

The relationship between sports rightsholder and sponsor is currently changing to be more data centric than it ever has been in the past.Gone are the days when rightholders could entice sponsors with social media numbers or generic reach metrics based on broadcast viewers.Today the relationship between rightsholder and sponsor is grounded in 1st party data.Rightsholders need to be building their fan database of individuals that they can have a direct conversation with and sponsors are buying into that platform.This shift towards fan data comes with the need for new measurement and insights tools.Organizations need to ensure that the data they have is secure and the fans privacy respected.Balancing this duty to secure the data and extract as much value from the data at the same time can be achieved through the use of clean rooms.By establishing a clean room environment the rightsholder can securely analyze their data along with sponsor data to achieve a number of business outcomes.Baseline the sponsorship and monitor over time to understand if 1st party data on either side is growing as a result of the relationship.Extract insights across segments of the fan database based on behaviour.Enrich 1st party data with new datasets to gain further insights.Identify lookalike audiences that can then be targeted through specific campaigns.Identify new activations that will succeed.Calculate Fan Lifetime Value.Define and track KPIs and other joint metrics over the life of the sponsorship.Move towards Performance Based Sponsorship agreements that grow the piefor all parties.This consulting offering would leverage the AWS Clean Room product and also requires S3 usage.