Monetising Digital Sponsorship

Monetising digital sponsorship

Get the insights that matter the most when it comes to monetising digital. Take a look at social media valuation models in action, as four major European football clubs launch new Adidas kits in preparation for the 2015/16 season.

Digital sponsorship

FAN STORIES: MAXIMISING THE RETURNS AND DEFINING THE REAL DIGITAL VALUE FOOTPRINT

“How much is a post worth?”, “How many ‘likes’ have I received?, “What’s my engagement rate?”…

Rather than trying to approach fan engagement via social media this way, Repucom has developed Fan Stories as a means of identifying, categorising and ultimately monetising the many types of social media activities undertaken by rights holders.

Fan Stories are types of content, everything from a simple score update, to team announcements, event highlights, player statistics, archive content and behind the scenes features. A major football club like Premier League Champions, Chelsea have over 60 potential Fan Stories to publish via social media.

% of variation of interest in different social media fan stories

score updates: 62
event highlights: 45
team announcements: 39
goal of the month: 27
player statistics: 26
historical/past content: 25

HOW MUCH VALUE HAS ADIDAS GENERATED THROUGH THESE KIT LAUNCHES SO FAR?

Repucom analysed social media activity around kit launches staged by three of Adidas’ teams this summer, examining La Liga giants Real Madrid, 2015 Premier League champions Chelsea and Serie A’s AC Milan.

To identify the additional value these Fan Stories generated for Adidas, the figures provided by social media engagement via the club’s content were compared to that from Adidas’ own social media activities.

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