Sport Research Group’s sponsorEight™ framework surpasses other models in both its depth of detail and its breadth. It considers both Sponsor Needs and the extent of Fan Connection. The blending of these two aspects, importantly allows the matching of sponsor objectives to fan outputs.

Our sponsorEight™ model suggests that there are eight different Sponsor Needs that sponsorship is able to address. Each one of these Needs has a detailed structure of aspects that sponsorship is able to deliver.

They are grouped into three key groups:

• Profiling Needs
• Alignment Needs
• Consumer Change Needs

The model also focuses on the "Connection with the Fan" that most Sponsorship Proposals talk about but rarely quantify. We have identified three key stages of Fan Connection:

• Awareness
• Acceptance
• Engagement

The comprehensive nature of our sponsorEight™ framework means it is able to assist both Sport Marketing and Corporates and other organisations with a better approach to sport sponsorship.

Practical Uses

Our Sport Marketing clients have used sponsorEight™ to assist with:-

• Shaping sponsorship strategies.
• Developing sponsorship programmes.
• Identifying appropriate leveraging activities.
• Designing sponsorship assessment programmes.

Endorsement of the Model

In the words of Larry DeGaris who undertakes the annual Nascar Sponsorship Study:

Too often, sponsorship measurement models are "black boxes" which over promise and under deliver. In contrast, sponsorEight™ presents a clear model of how sponsorship results can be measured without hidden formulas or misleading jargon.

SponsorEight is unique in the marketplace in that it combines a sophisticated and validated model of fan passion with a detailed knowledge of corporate objectives. Consequently, sponsorEight™ can be used not only as a guide to measurement but as a strategic tool that demonstrates to corporates how to segment their sponsorship audiences.

Use sponsorEight™ to measure your sponsorship’s success.

Contact us directly to find out how you can use sponsorEight™ principles not only as a guide to measurement but also as a strategic tool.