Give sponsors the right impression, ignore impression value. Sports rights holders are applying old TV valuation models to social media, should they?

I’ve been involved in sport sponsorship for a couple of years now with SnapRapid and we’ve tracked and analysed sponsor value though social media for some of the top sports brands in the space – rights holders that understand the value of social media exposure to their brand, their sponsor partners and their fans. Embed…

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Social Media Lessons for Sponsors from the US Election

Russell Glenister, SnapRapid founder & CEO Donald Trump’s election to the White House is having a profound effect not only on the political establishment but on the media and pollsters who failed to see his victory coming. As with Brexit, the polls called the result wrongly, while established news organisations were left floundering in the…

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Social media data, driver of the new age of commercial deals in sport and beyond

Russell Glenister, SnapRapid founder & CEO Most marketers would agree that knowledge is power, or at least the essential building block for any successful campaign. After all, it’s only when you truly understand what the target audience really thinks about a product, service, idea or proposition that you can build a campaign to help you…

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Celebrity endorsement and the misuse of influence

Russell Glenister, SnapRapid founder & CEO Celebrities have been endorsing products more or less as long as there have been celebrities. And now, as social media challenges the established marketing order and shakes advertising by the throat, we appear to be entering a Golden Age of celebrity influence over consumers. Back in the day it…

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PlayStation stars alongside Ronaldo on social media

PlayStation is a familiar brand at UEFA Champions League matches and receives high exposure from its perimeter board advertisements during TV broadcasts. Despite the value that Champions League perimeter board sponsors receive from huge TV audiences, we here at SnapRapid have recognised that this does not always translate to proportional social media value. Through our…

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King Power boost from Jamie Vardy’s Cinderella story

Fans love a Cinderella story, and such tales are particularly endearing at the international level. Leicester City striker Jamie Vardy is enjoying his moment at the centre of England supporters’ collective heart as his trajectory from playing non-league football to playing for England within the space of five years has captured imaginations. SnapRapid’s tracking of…

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