MINNEAPOLIS — What’s the true value of a sports sponsorship or endorsement?
That’s the question Deric Manrique says he’s answering for companies partnering with professional teams.
Manrique, who previously worked in sales and marketing for both the Minnesota Vikings and Minnesota Timberwolves, developed a software program called TempoCheck that helps companies determine the best value when investing in a sports sponsorship. Its 150-point algorithm allows Manrique to input custom objectives, audience data and fan demographics to determine what type of investment will have the most impact.
“It’s kind of like a Match.com for brands and professional sports teams,” said Manrique, who is also the SportTechie Twin Cities local leader. “Our information gives brands the opportunity to negotiate their sports partnership and put them in the drivers seat.”
The software is now the cornerstone of Tempo Sports and Marketing, which Manrique founded 10 months ago after realizing companies wanting a presence in the sports world didn’t have a way to evaluate or understand what they were buying, even when they were spending millions of dollars.
Manrique said the need for that information was even more clear when he later worked for an agency and negotiated sports sponsorships, finding even he — with a background working for two professional teams — didn’t have the knowledge to make an informed buy.
“People may see a sign advertising a restaurant in the outfield, but does it lead to people actually visiting the restaurant?” Manrique asked. “The sports world is behind when it comes to technology and that type of expert evaluation. (Our reports) help companies get better deals through more effective spending.”
Manrique said TempoCheck can target a specific audience by categories like age, gender, ethnicity and income, as well as set objectives such as strengthening brand loyalty, increasing market share or changing or reinforcing image. Companies can also give more weight to objectives it feels are most important.
TempoCheck currently has seven part-time consultants and four clients, including two Fortune 500 companies Manrique declined to name. He said within the year he plans to offer subscriptions allowing companies to input their own data and get feedback about a sponsorship’s efficacy.
That timing could be fortuitous for Manrique’s clients looking to capitalize on sports events in his hometown of Minneapolis. The city is hosting this year’s X Games, followed by the 2018 Super Bowl and the 2019 Final Four.
