Case Study

The Power of Sports Sponsorships

Jan 1, 2025

70%

Spaniards who watched any of the following: the Euro Cup final, the Copa América, or the Olympics opening ceremony

+10pt

Argentinians proved to be the most dedicated viewers, showing a 10-point higher engagement than Spaniards

20%

Only 20% of Mexicans reject ads in sports broadcasts, vs. 49% of Spaniards and 45% of Argentinians

In 2024, three of the world’s most significant sporting events coincided: the UEFA European Championship, Copa América, and the Olympic Games. Beyond the athletes, brands played a key role, investing billions of dollars in sponsorships.

Everything related to sports broadcasting and sponsorships is more relevant than ever. In a world dominated by on-demand content, live sports remain one of the few ways to guarantee massive audience peaks and real-time engagement. However, measuring their impact remains a challenge.

Just like traditional audience measurement, evaluating sponsorship ROI faces limitations. It often focuses on devices rather than actual viewer habits, is restricted to households despite these events being watched in social settings, and lacks standardization across countries despite its global reach.

In this context, cross-media measurement becomes an essential tool. By integrating multiple data sources, such as surveys and panels, brands can gain a more accurate view of their campaigns' true impact. This summer, the convergence of these three tournaments provided a unique opportunity to analyze their effectiveness as advertising platforms:

How does audience perception vary by country?
How is the reach of the broadcasts distributed across age groups?
Did the most popular YouTube streams manage to become relevant to the general population?
How do sponsorships impact brand recall?
What do brands actually know about fans and their attitudes toward advertising in these events?

Want to know more?

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