NFL Canada X SponsorPulse: A Q&A with Avish Sood and Gavin Kemp
- July 12, 2023
- Jessa Morris
We had a chance to catch up with NFL Canada Partnership Manager, Avish Sood, and Senior Partnerships Director, Gavin Kemp, to find learn how their team uses SponsorPulse Impact Reports to support end-of-year reporting and partner recaps.
What are some of the major pain points that you and your team experience related to sponsorship measurement?
Avish: We’re in a cluttered sports sponsorship landscape, so when our partners are looking for unique activations to move the needle, it often goes beyond impressions and reach. It leads back to overarching brand strategy and producing sustainable growth in brand health metrics – things like consideration, purchase intent, sentiment, brand favourability, unaided awareness, and equity.
When thinking about growth with these types of metrics, it’s helpful to have third-party validation and we want to ensure we’re teaming up with the right measurement platforms and partners to help evaluate this. With SponsorPulse, we’re able to clearly validate how we’re moving the needle with our branded partner's campaigns while tying it back to year-over-year efforts.
Why did you choose SponsorPulse?
Gavin: SponsorPulse is a trusted industry platform that tests thousands of sponsorships across the country – it’s hard not to know other properties and brands that utilize them.
How has the NFL leveraged SponsorPulse Impact Reports organizationally?
Avish: The SponsorPulse reports are an important tool for every department in our office, as it helps us understand the areas where our efforts & campaigns are driving results and where we can tweak accordingly for future campaigns. Everyone from our Managing Director to our partnerships and marketing functions reference these reports.
We focus on using the study to determine three key metrics for our partners: aided awareness, brand favorability, and purchase consideration. We often compare these metrics YoY and then compare the performance to the campaigns that we ran in-market, to help us understand how NFL fans reacted to certain communication tactics.
How does SponsorPulse help NFL Canada achieve its objectives?
Avish: As we head into partner strategy discussions, recaps, and key account renewals, SponsorPulse helps us demonstrate the clear value that comes with aligning with the NFL shield. It’s more important than ever to showcase how sponsorship alignment truly moves the needle.
What are the biggest challenges on the horizon for the industry?
Avish: Our industry is built around human emotion and passion points – as such, an area I’m really looking out at is artificial intelligence and how or if that evolves or challenges our ways of working.
The development of the technology has been incredible but it’s also unregulated, so I’m interested to see how this could disrupt our product both on and off the field.
Want the full story?
Read the full case study here.
Read the case study here.
Something went wrong, please reload