Using consumer data to identify a real 'sponsor-fit'​

Eddy Sidani
  • March 14, 2021
  • Eddy Sidani
Utilizing SponsorPulse™, we analyzed three major sporting events happening today and identified the demographics where these competitions perform best! Have a read and enjoy looking at the world of sport through a sponsorship marketing lens!

Today marks a massive Sunday for North American sports as the Tim Hortons BrierThe PLAYERS Championship and the NCAA March Madness tournament all have significant days in their calendars. The former two competitions are coming to a finish and promise to bring exciting conclusions to their events, while the latter is just beginning as Selection Sunday will finalize the 68 teams competing in this year's much-anticipated basketball tournament. Using SponsorPulse filters, we can uncover the demographics where the properties perform strongest within their countries of competition, helping marketing managers identify the greatest sponsor-fits for their events.

The Players Championship (known as the PGA’s “fifth major”) ranks as the 277th overall sponsorship opportunity in the USA with a SponsorPulse Opportunity Score of 9. However, when we filter the golf property by demographics, we can see that the tournament performs best among males aged 25-39 and doubles its Opportunity Score to 18.


The Tim Hortons Brier - arguably the biggest curling competition in Canada - initially achieves an Opportunity Score of 12, making it the 134th ranked sponsorship opportunity overall in the country. Using our filters, we can see that the curling event performs greatest among males aged 50+, where the Opportunity Score increases to a 19 and the event becomes the 43rd ranked property overall among the specific population.


The NCAA March Madness tournament - one of the most famous annual sporting events in the USA - is the 21st ranked sponsorship opportunity overall in the country with a SponsorPulse Opportunity Score of 27. When filtered by its strongest demographics (males, aged 50+) it becomes the 7th ranked property overall among the population with an Opportunity Score of 41!

Using the SponsorPulse platform, marketing professionals can identify the areas where their properties perform best and can utilize this information to help identify potential partnerships, bolster their marketing pitches, and strengthen their sponsorship portfolios. To learn more about our data or to sign up for a free trial, visit our website at!