We hear so much about the importance of Data. That’s because it is important. It is often no longer acceptable to make gut decisions or use your intuition when comes to making business decisions and sponsorship is no different.
Whether you are on the rights holder side, brand side, or you work for an agency, data now plays an important role in reducing any risks and unknowns around sponsorships; whether that is using data to identify well-aligned partners, presenting sponsorship proposals, evaluating proposals, or tracking and ensuring partnerships that are in place.
There are, however, lots of organisations and platforms collating data and trying to bring it to life and make it useful. Sometimes, organisations even have silos of data which can present problems. Data, at times, can feel big, unwieldy, and hard to make sense of and work for you.
There are some that are doing it well and, as such, joining us for this episode is Christian Fizia, Sponsorship Insight and Operations Manager at Kindred Group. During the last 25 years, Kindred has established significant market share in key regulated markets across the globe. Today, Kindred is one of the world’s leading online gambling operators with business across Europe, US, and Australia; servicing over 30 million customers across nine brands. They are over 1,600 people strong, representing 62 nationalities, located across offices in 12 locations.
As an innovative company that builds on trust, Kindred has led the development into areas such as tech, mobile solutions, new product launches, and sustainable gambling. As part of their journey, in 2020, they became the first global online gambling company to commit to zero revenue from harmful gambling by 2023.
Clearly, as a digital-only company, data plays an important role in Kindred’s sponsorship evaluation and measurement.
Inside Sponsorship is the show that provides sponsorship professionals with advice, insights and news so that they can maximise their commercial programs and achieve best practice.
Content Grasshopper is a boutique marketing consultancy where I help clients, of all sizes, develop marketing that focuses on a ‘marketing through teaching’ approach to engage their target audience, demonstrate expertise, and build trust as a pathway to conversion or action.