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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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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Club sponsors should rely less on game day exposure

International breaks are fallow times for football clubs, their sponsors and fans. The bigger the club the lesser the apparent interest in the national team. Fans from cities and towns with smaller clubs are more likely get excited by England games than those who follow their clubs to top of the premier league and into…

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GWFX get bonus exposure from viral Rooney image

Swansea City are the not the most visually exposed club in the Premier League and therefore nor are their shirt sponsors GWFX, but every club has its moments. The image, as shown above, went partially viral last weekend because of the apparent shock on the Swans mascot’s face, at seeing an English playing hero so…

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Transfer deadline day Twitter frenzy for (some) clubs

As we have previously discussed there is nothing like a big money transfer to get Twitter fingers tapping. Manchester United’s signing of Anthony Martial from Monaco helped propel them to top of all activity lists on Twitter, except one, the number of posts, which was reserved for Arsenal. As much of this activity was mocking Arsenal…

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Money still does all the talking on transfer deadline day

As usual there was a frenzy of late activity on transfer deadline day in the world of professional football. When it comes to exposure, there is still nothing like a big money transfer to get social media going. Even though there were, arguably, bigger transfers – or at least bigger names transferred – the signing…

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Fly Emirates & Arsenal get their colours wrong

Arsenal’s new 2015-16 away kit of gold and blue, works well as a standout kit, but as shirt sponsors, Fly Emirates, should be disappointed by the choice of colour for the Fly Emirates logo against the gold shirt. Why? Simply put, in certain lighting conditions, especially during night games and where the weather is a little overcast…

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