Intuit still benefits from WBA sponsorship

SnapRapid understands that sponsorship ROI is not limited to seasons which a sponsor’s contract covers. Not only do fans continue to share images of their favourite memories that feature old sponsors (what do they care?), but even official broadcasters will add unexpected value in this regard. This was certainly the case when Intuit unexpectedly received a considerable uplift in impressions from its past sponsorship of West Bromwich Albion, despite being the current sponsor of Aston Villa.

West Brom faced Manchester United in the Premier League over the second weekend of November. The league’s official broadcaster in Sub-Saharan Africa promoted the match with a highly stylised photo featuring players Anthony Martial and Burundi-born Saido Berahino. Interestingly, this montage featured a photo of Berahino in West Brom’s 2014/15 kit, which clearly features the club’s old shirt sponsor, Intuit QuickBooks.

Man Utd vs West Brom Albion Supersport ad

The photo generated close to 1 million potential impressions for Intuit QuickBooks that the sponsor would not have measured had it only relied on tags related to its current sponsorship for Aston Villa, rather than SnapRapid’s pixel tracking technology. Conversely, using tagging alone, current West Brom sponsors TLCBet might have incorrectly attributed a photo featuring Berahino to its overall earned media value, thereby skewing its ROI measurements.

There is true value in social media images for sponsors, without a pixel tracking system, such as SnapRapid’s, that value can become highly misrepresented.

Intuit is reaping further rewards from its previous Premier League property, which could certainly prove beneficial to the company’s eight key resellers across the Sub-Saharan countries. Given that the Africa region is second only to the Middle East in the number of international Intuit premium resellers, this unexpected exposure, as tracked by SnapRapid, is enormously valuable.

This is just one of many examples in which SnapRapid’s crawlers have proven sponsor value beyond the obvious metrics.

Africaenglish premier leagueIntuitIntuit QuickBooksManchester UnitedPremier leagueTLCBetWest BromWest Bromwich Albion

Russell Glenister • 13th November 2015

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