How AO’s data-led approach is guiding the future of its sponsorship strategy

For many brands, sponsorship can still be a gut-led, instinctive play. But at AO, the UK’s most trusted electrical retailer, sponsorship has managed to balance gut with data, evaluation, and a rigorous scorecard approach designed to guide investment and activation.

“We obsess over data and insights,” says Oli Pfeiffer, Sponsorship Manager at AO. “That applies to both evaluating potential opportunities and working with our current partners.”