Backing the Right Horse?

Jamie Robertson, Director for Ipsos ASI, focuses on how brands can use research to help approach the right choice of sports and evaluate whether it is a worthwhile investment for them.

ASI's Sponsortest tool (sponsorship association tracker) has run near continuously for over 10 years. It provides with a wealth of data on the major sports, the numbers of people who follow them, how they follow them and which brands are associated with those sports.

This enables to follow a sport’s popularity over the course of a year and understand things such as the seasonality of sports, the relationship between success and association and how a brand might go about engaging the fanbase.