#1 recalled sponsor in US tennis
Strong brand-event association drove the highest level of spontaneous sponsorship recall among target audiences.
Our work
Measuring the impact of global sports sponsorship investments
A leading global fashion brand partnered with 2CV to understand how its investment in major sports sponsorships could drive meaningful brand growth beyond visibility alone.
Across some of the world’s most prestigious sporting events, we developed a robust measurement framework to evaluate sponsorship effectiveness, identify opportunities to broaden reach and optimise future investment decisions.
Sector:
Fashion & Retail
Market:
Global
Expertise:
Sponsorship Evaluation, Brand Measurement, Strategic Insight
The client had made significant investments across high-profile sporting events, including tennis, golf, baseball and the Olympic Games.
While sponsorship visibility was strong, the business needed to understand how these investments contributed to broader brand growth, where they delivered the greatest value and how they could help attract audiences beyond the existing customer base.
The challenge was to create a consistent framework capable of measuring impact across tournaments, markets and sponsorship platforms.
Our approach
We developed a unified global sponsorship measurement programme combining primary research with long-term brand tracking data.
Our work included:
- Post-event surveys with premium shoppers across multiple markets
- Integration of global brand tracking data to assess longer-term impact
- Measurement of awareness, sponsorship visibility and brand equity outcomes
- Cross-tournament benchmarking to identify the strongest-performing sponsorship assets
Across 15 projects over four years, we engaged more than 15,000 premium shoppers, creating a robust evidence base for evaluating and optimising sponsorship investment.
The Results
Top-tier visibility in key markets
Sponsorship activity strengthened premium brand positioning and delivered standout visibility across major tournaments.
Broader audience reach
Olympic and international sports partnerships helped the brand engage new audiences and extend influence beyond its existing customer base.
The bold decision
Rather than focusing solely on sponsorship performance reporting, we shifted the conversation towards optimisation.
By comparing exposed and non-exposed audiences and analysing the contribution of different activation channels, we identified which sponsorship investments generated genuine incremental reach and brand lift.
This enabled the client to make more strategic decisions about where to invest and how to maximise return from future sponsorship programmes.