Across rights investments and related activation, sport sponsorship is estimated to be a $100B dollar industry. While seemingly in rude health, the industry has lacked the resources to quantify effectiveness and inform how sponsorship really works – until now.
System1 and Fuse, a sport and entertainment agency powered by Omnicom Media Group, have set out to understand the effectiveness potential of sport sponsorship. By applying a rigorous set of principles, we discovered that sponsors can unlock growth amongst both sport and broad audiences. If done properly, activity can go toe-to-toe with the world’s best advertising. We call this The Sport Dividend.