Support for Optimizing Existing Sponsorship Activities for New Customer Acquisition

The client, a provider of BtoC services for the child-rearing generation, changed their sports sponsorship policy following a change in top management. They steered away from activities primarily aimed at traditional "social contribution" toward "business contribution" focused on acquiring new customers, specifically young women. In doing so, they needed to decide whether to continue or withdraw from over five existing sponsorship deals. However, traditional methods such as media exposure value equivalents and brand awareness surveys were insufficient as decision-making criteria, and there were no objective indicators to assess the degree of contribution to the business.

We provided "Nimo", a service that offers a simplified, third-party evaluation of how sports sponsorships contribute to the sponsor's business. This service defines three evaluation axes: "Degree of Objective Achievement," "Degree of Utilization of Acquired Rights," and "Degree of Communication of Initiatives." We evaluated and organized each sponsorship partner from multiple perspectives, such as:

1. Do they possess rights that lead to new customer acquisition (or can these rights be acquired upon renewal)?
2. Do the target demographic and fan base match?
3. Is there a structure in place to effectively communicate initiatives?

In addition to selecting partners capable of appealing to the target audience, we supported the client's strategic decision-making by providing concrete advice for improving future activities.

Through this support, the client could objectively and concisely identify sponsorship partners that matched the objective of "acquiring new young female customers." As a result, they terminated a contract with one company that was not expected to contribute to the business, reducing costs, and signed a new contract with one company having a strong reach to the target demographic. Additionally, they achieved optimization of activities for the four existing partners. With the conviction that the derived concrete action plan would lead directly to future business growth, we are now accompanying them as a partner in the implementation phase. We are taking a new step together toward the realization of the "business contribution" sports sponsorship that the client strives for.