National Campaigns

Beyond impressions: Measuring sponsorship ROI in real sales

Beyond impressions: Measuring sponsorship ROI in real sales

May 5, 2025 |

Sponsorship ROI. It’s the one thing that matters most to a CFO and the one thing the sponsorship industry has struggled to prove for decades. For decades, return on investment in sponsorship has been defined in terms of visibility. Logo impressions, media equivalency scores, brand recall. All are useful in their own right, but all are limited when used to prove...
Aviva is using cultural sponsorship to reignite its brand and back the UK

Aviva is using cultural sponsorship to reignite its brand and back the UK

Apr 3, 2025 |

Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships ended in 2018, a noticeable shift occurred. “We began to see a gradual decline in brand health and a lack of differentiation in a crowded financial services category,” says Tom Whiteside, Head of Group Sponsorship at Aviva. By 2023,...
Data driven sposnsorship