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 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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PREMIER LEAGUE CLUBS SET FOR NEW REVENUE BOOST AS BREAKTHROUGH ANALYTICS CONFIRMS £187M SOCIAL MEDIA SHIRT SPONSOR VALUE

New technology demonstrates sponsors currently underpay because social and digital is not measured or valued. Manchester Utd top social media shirt sponsorship valuation league at £36.8million Leicester City deliver 15 x sponsorship fee for shirt sponsors in social media exposure value alone – league table below. Ability to accurately measure and value social and digital…

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SnapRapid founder Russell Glenister sits down with Sports Media and Finance

SnapRapid founder and CEO Russell Glenister recently sat down with Sports Media and Finance to discuss the black-hole in analysis of digital media coverage and its impact on sports and media business models. The following interview first appeared in the online magazine on April 14. The original article can be read on Sports Media and Finance’s website. When 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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