Attention, attitude, action: How DP World measures a global sponsorship portfolio

Few brands manage a sports partnership portfolio as globally diverse as DP World. From the high-octane world of Formula 1 and the precision of golf to the innovation of sailing and the passion of cricket, the smart logistics giant leverages sport as a platform to communicate its role in enabling global trade.

Yet with such variety comes complexity. How does one of the world’s leading logistics companies evaluate, compare, and optimise partnerships that span continents, cultures, and sporting codes?

According to Daniel van Otterdijk, Group Chief Communications Officer at DP World, the answer lies in a proprietary measurement framework built around three core principles: attention, attitude, and action. It is this blend of brand, business, and audience metrics that underpins how DP World tracks impact across its global sports partnership ecosystem.

A framework for clarity in complexity

“Measuring performance across such a diverse sponsorship portfolio is both a science and an art,” van Otterdijk explains. “Each property offers unique rights, audiences, and benefits, so comparisons must be grounded in strategic alignment rather than identical metrics.”

At the heart of DP World’s approach is a scoring framework that assesses each partnership against four pillars: brand, business, audience, and activation. Performance is then tracked across three stages.

• Attention measures increased awareness and engagement through owned, earned, and paid channels.
• Attitude evaluates changes in perception and sentiment towards DP World.
• Action quantifies commercial leads, partnerships, or measurable business opportunities.

This blended approach allows DP World to understand both the brand-building and business-driving impact of each sponsorship. “It’s about linking awareness to perception and perception to measurable outcomes,” says van Otterdijk. “The goal is to ensure every partnership contributes meaningfully to both brand and commercial performance.”

SUZUKA, JAPAN - APRIL 05: Lando Norris of Great Britain and McLaren prepares to drive during final practice ahead of the F1 Grand Prix of Japan at Suzuka Circuit on April 05, 2025 in Suzuka, Japan. (Photo by Steven Tee/LAT Images)

Global strategy, local execution

As a multinational operating in over 70 countries, DP World faces the dual challenge of maintaining brand consistency while resonating with local audiences. To achieve this, the company runs what van Otterdijk describes as a globally aligned strategy activated locally.

“The central team sets strategic direction and ensures brand consistency, while regional teams have autonomy to tailor activations to local audiences,” he explains. “This ensures global cohesion without losing local relevance.”

That balance is illustrated through campaigns such as ‘Every Second Counts’ with McLaren F1, which brought DP World’s logistics expertise to life during the Singapore Grand Prix, and ‘Keep Your Cool’ with the DP World Tour, which engaged UK audiences, together with content creators such as Golf Life, around golf’s precision and composure. Both campaigns aligned with DP World’s global purpose but used regional proof points to connect authentically with local fans.

“The advantage of a centralised strategy lies in maintaining a unified brand identity and maximising efficiency across partnerships,” says van Otterdijk. “But local insight is critical for resonance, understanding fan behaviour, culture, and market dynamics allows activations to feel truly authentic.”

DUBAI, UNITED ARAB EMIRATES - NOVEMBER 15: Rory McIlroy of Northern Ireland plays his tee shot on the 15th hole during the second round of the DP World Tour Championship 2024 at Jumeirah Golf Estates on November 15, 2024 in Dubai, United Arab Emirates. (Photo by David Cannon/Getty Images)

Communicating across cultures and sports

DP World’s partnerships are united by a single narrative: enabling progress through smart logistics. Whether transporting cricket pitches across continents, supporting McLaren’s F1 operations, or facilitating the global movement of SailGP infrastructure, each partnership demonstrates how DP World brings its brand purpose, Change What’s Possible, to life.

“Each sport carries its own tone and values,” van Otterdijk notes. “We adapt our storytelling accordingly while maintaining a consistent global message. In golf, we focus on precision and mastery. In F1, teamwork and speed. In cricket, innovation and reinvention. In sailing, progression. The storytelling changes, but the brand purpose remains constant.”

This approach ensures DP World’s role as an enabler of global trade is communicated in ways that feel relevant to each audience while reinforcing the company’s identity as a dynamic, forward-thinking partner.

From attention to action: Measuring impact

DP World’s Attention, Attitude, Action framework serves not only as a marketing philosophy but as a practical measurement system. The company tracks brand visibility, engagement, and key digital performance indicators, from impressions and click-throughs to lead generation, on both a quarterly and annual basis.

“Managing this process quarterly allows us to effectively track performance against pre-established KPIs to understand what is and isn’t working and then course-correct if needed,” van Otterdijk says.

DP World markers on the water during a practice session ahead of the Oracle San Francisco Sail Grand Prix held in San Francisco, California, USA. Friday 21 March 2025. Rolex SailGP Championship Event 5 Season 2025. Photo: Jason Ludlow for SailGP. Handout image supplied by SailGP

To capture the commercial value of sponsorships, DP World created a dedicated internal Commercial Working Group, tasked with maximising the business outcomes of every partnership. “The group measures the commercial successes facilitated or driven by the partnership portfolio across organic growth, new business opportunities, and contracts,” he explains.

The company also places strong emphasis on internal engagement. “We ensure our people are part of the journey, celebrating our partnerships through events, content, and unique experiences to drive internal advocacy.”

Continuous evaluation and agility

Sponsorship performance at DP World is continuously monitored through regular reviews with rights holders and internal stakeholders. Each property is assessed against agreed deliverables and KPIs, including brand exposure, engagement, and business impact.

“If performance indicators suggest under-delivery, we collaborate with partners to adjust activations, rebalance assets, or explore new opportunities that better align with strategic goals,” van Otterdijk says. “Accountability and open communication are central to our relationships. We build partnerships on mutual ambition to achieve the best performance and deliver measurable impact for all.”

This agile approach allows DP World to optimise performance across its portfolio and maintain momentum across vastly different sports and markets.

The role of sponsorship in business growth

For DP World, sponsorship is not just a communications tool but a strategic growth driver. “Sport provides a powerful platform to connect through shared passions, simplifying complex messages around trade and logistics,” says van Otterdijk. “Our partnerships open conversations with customers, enhance corporate reputation, and attract top talent by showcasing DP World as a dynamic, innovative global leader.”

Turning awareness into action

DP World’s Attention, Attitude, Action framework provides a compelling model for modern sponsorship measurement, one that aligns brand-building and business growth in equal measure. It demonstrates how data and storytelling can coexist, how creativity can remain accountable, and how global brands can prove that sponsorship delivers not only awareness but genuine commercial action.

Learn more...

Join The Sponsor and a select group of senior marketing leaders for a thought-provoking morning debate at the St James’s Club, London, on 27th November. We’ll explore how to demonstrate returns from global sponsorship portfolios, isolating the impact of each partnership and measuring its influence on both brand and business performance.

Please note, this session is available to sponsors only. If you would like to join the discussion, please email info@thesponsor.com to book your place.

Related reading: How Qatar Airways manages a global sponsorship portfolio, exploring how the airline measures impact across football, tennis, and motorsport partnerships.