When it comes to sports sponsorship, it is essential that any decision be based on objective analysis and hard data. In this article we will delve into the importance of using unbiased data and analysis when choosing a sport to sponsor, eliminating gut feeling and personal preference. Sponsoring a team in Formula 1, a team in MotoGP, or participating in Formula E or WEC events is not a game: it is a strategic investment, a real business tool that must be scientifically evaluated for maximum return on investment (ROI).

The Trap of “Gut Feeling” and Personal Preferences.

For many managers and corporate decision makers, choosing a sport to sponsor often involves an emotional component: passion for a team, admiration for a driver, or nostalgia related to a specific championship. This approach, referred to as “gut feeling”-literally a visceral feeling-is dangerous when it comes to spending substantial sponsorship budgets.
We cannot afford to base investment decisions on personal preferences or subjective feelings, as this can lead to a wrong assessment of the real value of the initiative.

Years of experience have taught us that sponsorships based on emotional decisions often do not generate the hoped-for ROI and do not achieve the intended business results. Companies that use at least quantitative metrics at an early stage when choosing sponsorships are much more likely to exceed their goals than those that rely solely on intuition.

Data and Analysis: A Scientific Approach to Sponsorship.

Using data means turning a decision that may seem risky into a thoughtful and relatively safe choice. In a competitive environment like motorsports, having access to accurate metrics-such as television viewership, social media engagement, viewer demographics, and media values generated-is crucial to determining the value of a partnership

Audience and Demographics

The first aspect to be analyzed concerns the audience: who watches a particular championship and what the audience profile is. Formula 1, for example, has a global audience of more than 400 million viewers a year, with a very diverse fan base in terms of age, gender and geographic area. MotoGP, on the other hand, is distinguished by a younger andmore dynamic component, often with a greater affinity to the world of two wheels and technology and a less broad geographic distribution than F1.

With this data, you can choose a platform that best fits your company’s goals: reach a younger audience? Aim for global visibility or specific markets? The answers can be found in the data.

Media Value and Economic Return

Another key metric is the media value generatedby a league or team. Analysis tools such as the Media Impact Evaluation or Sponsorship Value metrics-.

Which also take into account how the audience responds to the brand’s messages, sentiment and buying behavior and which must be considered when assessing the value of a sponsorship-and can provide an accurate estimate of the return not only in terms of visibility and brand awareness.

Measuring economic value is equally crucial: how many contacts did the sponsorship generate? How many potential customers were acquired as a result of brand visibility in the media and experiential activities offered to the public during events? Only through proper measurement can it be demonstrated that sponsorship is not just an expense, but a true investment.

The Importance of Consistency with Business Objectives.

Every company has specific marketing goals: to increase brand awareness, enhance brand reputation, increase sales, or penetrate new markets. Choosing which sport to sponsor must start with a clear understanding of these goals. Therefore, it is imperative to assess the consistency between the characteristics of the sports property and the business objectives.

For example, if the goal is to position the brand as sustainable and technologically advanced, Formula E is probably the ideal choice, due to its strong green message and emphasis on innovation. If, on the other hand, one is looking for a platform with a strong following in Southeast Asia, MotoGP is a more suitable option, as it is very popular in that region.

How Impartial Analyses Can Guide the Right Choice

The use of unbiased analytics is the best antidote against human error and personal bias. Making use of third-party studies and data, such as those provided by specialized research firms such as Nielsen, or other industry leaders, provides an objective view of the true value of different sponsorship options. This approach minimizes the risks associated with relying on individual perceptions or trends of the moment, leading to a greater likelihood of success.

A practical example: a company that produces lubricants might naturally be inclined to sponsor a motor racing championship because of product affinity. However, a deeper analysis might reveal that the target audience most involved and interested in these products is more in the world of motorcycle racing, where passion for mechanics is high and fans tend to be more technical. Without an objective analysis, the company would have risked making a less effective choice.

Eliminating Bias and Achieving Measurable Goals.

Data make it possible to eliminate cognitive biases that inevitably affect every decision maker. The “halo effect,” for example, can lead to a preference for a sponsorship based on the general perception of the league, without considering real consistency with business objectives. Only with an analysis based on objective KPIs, such as the number of leads generated, cost per contact or media value, can a truly informed decision be made.

Another important element is the use of business intelligence tools to monitor sponsorship results over time. Through customized dashboards, ROI trends can be tracked, adjustments can be made, and strategy can be optimized based on data collected in the field.

Sponsoring Motorsport: not just visibility, but involvement

Today, sports sponsorship, and particularly that in motorsports, goes far beyond the visibility of the logo on the vehicle or driver. It is about creating immersive experiences for fans and engaging audiences through digital and activation activities. Here again, data becomes key: measuring the effectiveness of digital campaigns, understanding what works and what doesn’t, and adapting strategies in real time is the key to successful engagement.

For example, integration with social platforms, influencer engagement, and the use of technologies such as augmented reality are all elements that can be optimized through data analytics. Social monitoring tools, such as those provided by Hootsuite or Brandwatch, can help understand audience sentiment and modify the campaign to make it more effective.

In a nutshell: analysis is the key to success

In conclusion, choosing a sport to sponsor is not a game. It is not a choice to be made lightly, based on personal preference or emotion. Sponsorship is a powerful business tool, but only when used scientifically. Using unbiased data, relying on objective analysis, and taking a strategic approach allows you to get the most out of every investment and achieve concrete, measurable results.

If your company is considering a sponsorship in motorsports and you want to make the right choice, contact us. At RTR Sports Marketing we have the experience and expertise to guide you through this process, ensuring that every decision is based on hard data and not hunches. Because, in the end, business is about numbers, not luck.