Sponsorship success stories were in no short supply at IEG 2018.

Below, sponsorship executives from Bose, T-Mobile and BBVA share how sponsorship can drive measurable results across multiple objectives.

Bose and the NFL
Bose’s eight-year-old partnership with the National Football League is paying dividends for the audio equipment company.

Bose, which broadened the sponsorship from official home audio speaker to official audio of the NFL in 2014, credits the partnership with improving brand perception.

Fifty-seven percent of consumers say the sponsorship has improved their perception of Bose, while 50 percent of consumers aware of the sponsorship are more likely to have a favorable feeling about the brand than those not aware of the sponsorship.

“The partnership has unequivocally had a positive impact in terms of how people think about Bose and their perception of the brand,” said Pat LaCroix, Bose head of global media and alliances.

T-Mobile and MLB
T-Mobile saw positive results from its #HR4HR promotion during the 2017 MLB postseason. The company donated $10,000 for each home run and $1 for each tweet with the #HR4HR hashtag to hurricane relief efforts during postseason play.

T-Mobile increased the donation to $20,000 for each home run and $2 for each tweet during the World Series.

The promotion drove positive results across multiple metrics:

  • $2.78 million for hurricane recovery, with more than half coming from fans (776,000 tweets).
  • Sixty percent awareness among MLB fans (a record high for a T-Mobile/MLB campaign).
  • Eighty-four percent positive net sentiment, up from 24 percent in the prior month.

In addition, #HR4HR ads were two of the top performing ads in the wireless services industry in 2017, no small feat given the preponderance of ads in the category.

“It was the first time we went big with our sponsorship platform for social good, and the results speak for themselves,” said Meredith Starkey, T-Mobile vice president of sponsorship and events.

T-Mobile plans to build on the success of the campaign with another social good program with Major League Baseball, she added. The company plans to announce the program within the next several weeks.

“It will be unlike anything we have ever offered before.”

BBVA and Music
Sponsorship of an Ed Sheeran concert in BBVA Compass Stadium drove unexpected results for BBVA.

The bank, which activated the sponsorship with a budget of just $5,000 and a few employees, saw positive feedback immediately after the show.

“It was phenomenal. People were talking about our brand in a way that is unheard of for a bank. Someone tweeting ‘BBVA is the best bank ever’ never happens,” said Sheiludis Moyett, BBVA Compass director of strategic partnerships and branded content.

The results prompted BBVA to take a deeper dive in music in 2017 via a multifaceted partnership with AEG.