BY ADAM GROSSMAN
Did our partnership assets reach the target audience or demographic? What is the broadcast media value of a jersey sponsorship? What is the impact on customer retention and acquisition? Those were the questions FlyQuest Sports was thinking about as the team headed into the 2018 North American League Championship Series (LCS) for League of Legends (LOL).
BY ADAM GROSSMAN
Even though we have Block in our name, Block Six Analytics is not a blockchain company. However, we do see blockchain technology impacting our business in ways that are likely to surprise many in the sports industry. More specifically, blockchain could alter sports media and sponsorship in counterintuitive ways.
BY ADAM GROSSMAN
Famed management consultant and professor Peter Drucker is arguably most well-known for the axiom, “What gets measured gets managed.” That is one reason why the results of a recent study of sports partnerships by the Association of National Advertisers (ANA) are so surprising. The ANA found that only “37% of respondents reported having a standardized process for measuring their return on sponsorship.” So why are so few sponsorships being measured?
BY ADAM GROSSMAN
Yesterday, Anheuser-Busch announced a decision to utilize "a new sponsorship model that promises to shake up the industry. It is built on incentives for performance on the field, pitch or court, as well as off of it". In 2012, B6A explored a similar approach The Emirates Group employed with the Arsenal as part of a larger deal including a jersey sponsorship. That blog post is included here.
BY ADAM GROSSMAN
The biggest star of the 2018 NCAA Division I Men's Basketball Tournament so far is Zach Seidel. Seidel, however, is not the “only” a star on the UMBC team. UMBC as an institution is the biggest winner of the NCAA Tournament so far, even more for what it has done off the court than on the court.
BY ADAM GROSSMAN
In a post titled “Which Football Sponsors Get The Best ROI?,” Brandwatch examined the value created by kit (or jersey) partners over the past year on Twitter and Instagram. Its primary methodological flaw is that is only looking at the quantity of the images posted rather than the quality of posts with those images
