ESA Member Spotlight: dentsu Sports Analytics

Amplification - Unlocking the True Value of IP in Sponsorship

Intellectual Property (IP) is at the heart of every sports sponsorship, yet putting a fair value on it has always been a challenge. With billions invested in partnerships each year, traditional models often fall short of capturing IP's true impact on fans and consumers.

Introducing Amplification - a proprietary tool that measures how IP really shifts perceptions, drives engagement and boosts marketing effectiveness. In this Q&A we explain why IP is the magic ingredient in sponsorship and how Amplification is changing the way the industry values it.

What's the secret to understanding value in sports sponsorship?

It all comes down to Intellectual Property, or IP.

OK, but what's IP really worth?

That's the big question. For years, valuing IP has been part science, part art and experience. But now, with better research and analytics, we can move beyond media equivalency and market benchmarking and start properly measuring the real value of IP.

So sponsorship isn't just logos on shirts?

Exactly. A logo is just the start. Sponsorship is about tapping into the passion, culture and equity of sport. That's what IP gives you… the right to be part of that story.

So what's the problem with the way IP is usually valued?

Billions get spent on sports sponsorships every year, but valuation approach has traditionally been approached in two ways

• Cost-based: what it would cost to buy the same reach through media.
• Market-based: what similar sponsorships have sold for.

Both part of the answer. But they miss a crucial element…

Which is…?

The consumer! Too often, the impact on fans and customers gets left out of the equation. That means deals get valued on inventory and reach, not on whether IP makes people care moreabout a brand and respond to its messaging.

And that's where Amplification comes in?

Exactly. At Dentsu Sports Analytics, we built Amplification to measure the real effect IP has on consumers: how it changes perceptions, strengthens connections and makes marketing work harder.

So how does it work?

We run controlled research tests. One group sees marketing with IP (logos, marks, players, teams) and another group sees the same thing without. Then we measure how people respond across attention, perception, connection and conviction.

And what kind of impact are we talking about?

On average, using sponsorship IP boosts marketing effectiveness by 16% across the consumer funnel. That's not a small lift, that's the difference between being noticed and being remembered.

Do you have proof this works in real life?

Yes, we've run over 130 Amplification tests for some of the biggest global rights holders.

A few examples:

• NFL Team 1: Assets with their marks and logos were 25% more effective than identical assets without. Fans saw partner brands as more likeable, more involved in the community, and more "cool." That lifted purchase intent too.
• NFL Team 2: By showing how IP delivered more value across on-pack, POS and advertising, the team was able to justify higher rights fees and win stronger sales arguments.
• Golf brand + star athletes: We measured which golfers actually amplified the brand most, giving them hard evidence on who drove attention and sales.

So what's the big takeaway?

IP is the magic ingredient in sponsorship. But you can't value it properly if you only look at reach or price tags. Amplification shows how IP shifts consumer behaviour, helping rights holders' package rights and drive value. It also provides brands proof their sponsorships are valued correctly, and their creative is optimised.