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Social Insights: The Unseen Data Behind Football Sponsorship

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Social Insights: The Unseen Data Behind Football Sponsorship

  1. 1. Social Insights /The Unseen Data Behind Football Sponsorship Phillip Agnew phila@brandwatch.com | Tel: +44 (0)1273 448 879
  2. 2. Contents ● What is social data ● Sponsorship in the Premier League ● What separates and the worst © 2015 Brandwatch | www.brandwatch.com 2
  3. 3. Who We Are © 2015 Brandwatch | www.brandwatch.com 3
  4. 4. Brandwatch / Collecting Social Data What we do Brandwatch is a leading provider of social intelligence. We help some of the worlds biggest brands and agencies discover, understand and respond to relevant and important conversations as they are happening on the web. How Our proprietary technology collects mentions from millions of online sources from news articles and blog posts to tweets and Facebook statuses. Results The ability to collect and analyse huge quantities of social data. © 2015 Brandwatch | www.brandwatch.com 4
  5. 5. Premier League Sponsorship / Social Data The Research We spent the last six months searching for mentions of Premier League clubs and their sponsors. We looked at both shirt sponsors and kit manufacturers and collected the amount of times they were mentioned online. We multiplied the total mentions by two, forecasting how many mentions these sponsors would recive over a whole year. And finally we divided the total mentions each sponsor recived by the amount each sponsor paid for their sponsorship. This showed exactly how much money each sponsor paid per mention. © 2015 Brandwatch | www.brandwatch.com 5
  6. 6. Alternative League Table © 2015 Brandwatch | www.brandwatch.com 6
  7. 7. Kit Manufacturer Mentions 6 months *2 for yearly forecast Cost per year (£ millions) Cost per mention (£) Chelsea - Adidas 26355 52710 30.65 581 Everton - Umbro 930 1860 1.22 655 Arsenal - Puma 20568 41136 30.65 745 Manchester United - Nike 13178 26356 23.85 904 Liverpool - Warrior 13774 27548 25.5 925 Manchester City - Nike 5516 11032 12.25 1110 Burnley - Puma 218 436 0.95 2178 Tottenham - Under Armour 1263 2526 10.24 4053 West Brom - Adidas 126 252 1.535 6091 Queens Park Rangers - Nike 563 1126 9.2 8170 Crystal Palace - Macron 143 286 2.56 8951 Aston Villa - Macron 153 306 3.75 12254 Hull City - Umbro 52 104 3.065 29471 Leicester City - Puma 131 262 0 Newcastle United - Puma 720 1440 0 Stoke City - Warrior 110 220 0 Sunderland - Adidas 138 276 0 Swansea City - Adidas 170 340 0 West Ham United - Adidas 319 638 0 Southampton - N/A 0 0 0 © 2015 Brandwatch | www.brandwatch.com 7
  8. 8. Demographics / Who Talks About Kit Manufacturers? © 2015 Brandwatch | www.brandwatch.com 8
  9. 9. Shirt Sponsor Mentions 6 months *2 for yearly forecast Cost per year (£ millions) Cost per mention (£) Crystal Palace - Neteller 5811 11622 0.77 66 West Ham United - Alpari 2680 5360 3.07 572 Stoke City - Bet365 2455 4910 3.07 625 Leicester City - King Power 344 688 1.04 1511 Queens Park Rangers - Air Asia 623 1246 2.51 2014 Southampton - Veho / MUVI 245 490 1.04 2122 Chelsea - Samsung 4103 8206 18.39 2241 Newcastle United - Wonga 1092 2184 6.13 2806 Manchester United - Chevrolet 5738 11476 42.9 3738 Manchester City - Etihad 2079 4158 20.48 4925 Liverpool - Standard Chartered 1991 3982 20.48 5143 Arsenal - Fly Emirates 2126 4252 30.65 7208 Aston Villa - Dafabet 189 378 5.06 13386 Everton - Chang 150 300 5.43 18100 West Brom - QuickBooks 28 56 1.23 21964 Sunderland - Bidvest 79 158 5.09 32215 Burnley - Fun88 15 30 1.01 33666 Hull City - 12Bet 14 28 1.59 56785 Tottenham Hotspur - AIA 64 128 17.6 137500 Swansea City - GWFX 11 22 4.11 186818 © 2015 Brandwatch | www.brandwatch.com 9
  10. 10. Top of the League / Crystal Palace and Neteller ● More mentions than anyone else in the league ● Paying just £66 per mentions, every other sponsor pays over £500 ● Neteller generated more mentions than Chevrolet and their Manchester United sponsorship despite spending £42 million less © 2015 Brandwatch | www.brandwatch.com 10
  11. 11. How? © 2015 Brandwatch | www.brandwatch.com 11
  12. 12. How? © 2015 Brandwatch | www.brandwatch.com 12
  13. 13. Shirt Sponsor Mentions 6 months *2 for yearly forecast Cost per year (£ millions) Cost per mention (£) Crystal Palace - Neteller 5811 11622 0.77 66 West Ham United - Alpari 2680 5360 3.07 572 Stoke City - Bet365 2455 4910 3.07 625 Leicester City - King Power 344 688 1.04 1511 Queens Park Rangers - Air Asia 623 1246 2.51 2014 Southampton - Veho / MUVI 245 490 1.04 2122 Chelsea - Samsung 4103 8206 18.39 2241 Newcastle United - Wonga 1092 2184 6.13 2806 Manchester United - Chevrolet 5738 11476 42.9 3738 Manchester City - Etihad 2079 4158 20.48 4925 Liverpool - Standard Chartered 1991 3982 20.48 5143 Arsenal - Fly Emirates 2126 4252 30.65 7208 Aston Villa - Dafabet 189 378 5.06 13386 Everton - Chang 150 300 5.43 18100 West Brom - QuickBooks 28 56 1.23 21964 Sunderland - Bidvest 79 158 5.09 32215 Burnley - Fun88 15 30 1.01 33666 Hull City - 12Bet 14 28 1.59 56785 Tottenham Hotspur - AIA 64 128 17.6 137500 Swansea City - GWFX 11 22 4.11 186818 © 2015 Brandwatch | www.brandwatch.com 13
  14. 14. Contact Email contact@brandwatch.com Web http://www.brandwatch.com Twitter @brandwatch Telephone UK: +44 (0)1273 234 290 US: +1 212 229 2240 Germany: +49 (0)711 912 441 59 Fax UK: +44 (0)1273 234 291 Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom © 2015 Brandwatch | www.brandwatch.com 14

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