How do you put a financial value on sports sponsorship? | Marketing Media Money

TV ratings are falling as we move to viewing content online, how do you value the return on sports sponsorship deals? GumGum's Jeff Katz tells CNBC how.
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[@JimSowers]

This isn't a journalistic piece, it's just an add for GumGum.

[@Argyn25]

Awesome! Just I've been looking for.

[@muhammadfarhan581]

Even tho im not a smoker (in fact i *HATE* cigarette, lost my father too soon bcs of it) but i miss tobacco sponsorship in sports. Especially auto racing. Idk, it just looks cool and badass
B4 i was born, everything in my country is sponsored by tobacco co. Dunhill for soccer football, marlboro for superbike racing, winston for live telecast of boxing we dont even need to buy ppv winston sponsored all tyson holyfield lewis nassem de la hoya fight on national tv, rothmans for badminton and perilys for sepak takraw etc Hell, even concert from international superstar was mostly sponsored by tobacco co. i live in 3rd world country so without big sponsorship aint no way superstars gonna held concert here

[@nickhanlon9331]

Branding means that your logo is seen.It doesn't mean that you've explained to the prospect why you should buy the product or service on offer.Everyone one of us goes by a church everyday-that doesn't turn us into devout believers.

[@HollieStephensonMrsSunflower]

This is an interesting thought.
I would add that because sports induces emotional responses, unlike driving by a church, that the branding may have more effects on behaviors and preferences, almost like subconscious mmessaging. In sports, people are invested in some way, watching the game or having arranged a schedule to `attend`. If you are not a churchgoer, you may experience negative emotions when the churchgoers create traffic by leaving or arriving.

[@nickhanlon9331]

@@HollieStephensonMrsSunflower I remember being at a cricket match in India and having to ask what the different billboards represented. I had no idea about Tata, Kingfisher or Safari. Making a great product means you don't have to advertise. Fiat, Lambourghini, Alfa Romeo etc never run ads because everyone knows who they are just by reputation alone.

[@michael1608]

@@nickhanlon9331 It is not quite as simple as you appear to believe Nick. Take for example the statements made earlier this year by Tim Kuniskis, Global Head of Alfa Romeo and Head of Passenger Cars - Dodge, SRT, Chrysler and FIAT, FCA - North America, regarding the 2020 Alfa Romeo Giulia and Stelvio. He announced that actor Alexander Skarsgård is starring in the new campaign for Alfa Romeo. The award-winning actor (“True Blood,” “Big Little Lies”) is featured in two commercials, one for the new 2020 Alfa Romeo Giulia and one for the new 2020 Alfa Romeo Stelvio. The first “Type A” video featuring Skarsgård and the Alfa Romeo Giulia launched early in March across television and the Alfa Romeo social channels, including TH-cam, Facebook, Instagram, and Twitter. I could give you several examples of both Fiat and Lamborghini advertising undertakings. Great brands advertise. Oh, and the fact that you did not know that Tata was one of the biggest steel producers in the world suggests that whilst you may see logos, they don't register.