4
OUR THOUGHTS ON
The Power of Innovation according to Leo Burnett’s sponsorship research tool, SponsorDNA
Innovation has become a key formula and
identity for both brands and rights holders
alike, due to the sponsorship industry becoming
flooded year upon year with new brands and new
ideas. Brands have become progressively driven
to stand out from their competitors, whilst
rights holders have also become heavily
focused on creating new inventory. This month,
we take a look at which brands are in need of a
shot of innovation and in return, which events
are on pole position according to SponsorDNA,
Leo Burnett’s sponsorship research tool . Spice also scoring below average at 30%.
However this can potentially be seen as a bit
of an anomaly as they position themselves as
the timeless brand, and, in fact play on the
notion of being stuck in the 1980s, so worry
not, this may not be bad news to those at Old
Spice!
Firstly, how do we measure innovation? Our
study measures consumers perceptions of
whether a brand or event constantly innovates to
stay relevant. The study covers over 130 brands
and 40 events. 14 other dimensions are covered,
but this month we have picked out innovation as
a key dimension to keeping with the times and a
pivotal reflection on the relationship between
brand and rights holder. The power of
sponsorship enables brands and properties alike
the potential to align themselves with an event
or brand that is perceived to be more
innovative. Formula 1 – 80%
Formula E – 73 %
UEFA European Championships – 72%
SponsorDNA has identified the following brands
as those who score particularly low on
innovation, these are;
- Bet Victor - 18%*
- Staropramen (Lager) – 16%*
- Singha (Lager) – 20%*
(*% of people said these were brands who
constantly innovated to stay relevant)
The brand average of all 130+ brands that have
been covered so far covered is 46%; with Old
Sponsor DNA also allows us to look at which
sponsorship properties are seen to be the pace
setters in innovation. The research tells us
that there are 3 properties leading the way;
The average across all 40 events that we have
data on is 56%; therefore, you can see that
these are all well above average.
Brands who are perceived to be less
innovative should look to utilise the power of
sponsorship to partner with more properties
excelling in this area to enhance their brand
perception. This is something that current F1
Sponsors Heineiken have clearly taken into
account as the brand scores below average on
innovation at 38%. While other sponsors
Rolex (47%) and Emirates (50%) have already
started to see the benefits of this partnership
both creeping above the 46% average. With
events such as Formula 1 coming close to the
end of the season, now is prime time for
brands to jump onto the exciting, innovative
format!
To find out more about your SponsorDNA
brand profile please contact
[email protected]