SBD/June 4, 2013/Research and Ratings

Execs Feel Access To Teams' Social Media Among Most Important Assets For Sponsors

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 assets
61%
Not a very important asset
30%
The least important asset
1%
The most important asset of the sponsorship
0%
Not sure/No Response
8%
 
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 expertise
30%
Difficulty measuring ROI
21%
Difficulty developing appealing content
17%
Perceived lack of control of messaging
16%
Pace of change of social media platforms
5%
Inertia
4%
Other
3%
Not sure/No Response
4%

 

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