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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Rolex |
The requirement – Sponsorship evaluation
Rolex sponsors a portfolio of high-profile events centred around five sports: golf, tennis, equestrian, sailing and motorsports. Since 2004, Comperio Research has been conducting an ongoing sponsorship evaluation study on behalf of Rolex. The objective being, to quantify the media exposure delivered to the brand and to establish the return on investment (ROI) which is being achieved.
Comperio decided to take the research a step further, by demonstrating how Rolex could optimise their sponsorship strategies, with a view to maximising returns at the events they sponsor.
The solution
Comperio collated three year’s worth of data pertaining to the exposure and media value delivered across Rolex’s sponsorship portfolio. This data was fed into various regression models, so Comperio could track trends and benchmark performance across all five sports, thus determining the areas delivering the most ROI.
To add further value, Comperio decided to assign additional focus to golf, as this is the sport where Rolex invests most of their sponsorship budget. To this end, Comperio compiled data specific to the European Tour golf events which Rolex sponsors and classified the information by actual sources of exposure i.e. by golf hole, on-screen graphics and on-site branding such as clocks, TV banners, and caddy bibs.
As a result Comperio was able to identify the holes and sources of exposure which were either over-performing or under-performing. By doing so, Rolex was made aware of the areas where they should reduce or reallocate their branding. Similarly, Comperio established which sources of exposure warranted further branding, and demonstrated the superior returns that this increased investment would yield.
The key results
Comperio was able to advise Rolex on how to optimise exposure and media value, and maximise sponsorship revenue within their current sponsorship programme.
Additionally, the insight from Comperio’s modelling process enables Rolex to fully appraise sponsorship opportunities, and estimate potential returns prior to negotiating sponsorship agreements. Aside from the advantages in contract negotiation, Rolex now also has a framework by which to objectively and strategically build and evaluate their sponsorship portfolio.
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