Sunoco Debuts "Essence Of Racing" Campaign Executive Transactions Isiah Thomas Expected Backlash Over Hiring FanDuel Brings On Most Of Zynga Sports Team Georgia Approves Increased Athletic Budget Kentucky Adding Ribbon Boards At Rupp IndyCar Ponders How To Attract Fans Long Term Jeff Gordon Hired As Full-Time Analyst For Fox Danica's Sponsorship Status To Be Telling For NASCAR Classified Advertisements
SBD/June 4, 2013/Research and RatingsPrint All
A majority of sports execs feel that access to a team’s social media feed is one of the more important assets for an average sponsor, according to a Turnkey Sports Poll conducted in May. Sixty-one percent (61%) of execs felt such access was one of the more important assets for a sponsor, while 30% felt access was not a very important asset. Meanwhile, execs felt that a lack of social media expertise and difficulty in measuring ROI were the primary deterrents preventing sponsors from engaging in social media more as part of their partnership activation strategies. Thirty-percent (30%) of execs felt lack of expertise was the primary deterrent, while 21% said difficulty in measuring ROI. Another 17% said difficulty in developing appealing content, while 16% said it was a perceived lack of control of messaging (Turnkey).How valuable is access to a team's social media feeds for the average sponsor?
RESPONSE% One of the more important assets61% Not a very important asset30% The least important asset1% The most important asset of the sponsorship0% Not sure/No Response8%Which is the primary deterrent preventing sponsors from engaging in social media more as part of their partnership activation strategies? RESPONSE% Lack of social media expertise30% Difficulty measuring ROI21% Difficulty developing appealing content17% Perceived lack of control of messaging16% Pace of change of social media platforms5% Inertia4% Other3% Not sure/No Response4%