INDIANAPOLIS–November 28, 2018–Fizziology, a social media research and analytics firm, today announces its Sponsor Breakthrough offering in partnership with fellow MarketCast Group company Turnkey Intelligence, a preeminent sports research and advisory firm. The Sponsor Breakthrough offering, which analyzes both historical sponsorship research metrics and social media conversation, allows brands to measure and evaluate the impact of sports sponsorships.
“We have more than 12 years of historical data that paints a great picture of fan behavior and attitudes towards sponsors across sports and entertainment,” said Haynes Hendrickson, general manager at Turnkey Intelligence. “With Fizziology, we’re upping the ante — adding rich social insights to create a holistic view that fuels successful sponsorship decisions.”
Turnkey Intelligence has been providing best-in-class, independent research to teams, leagues and brands for more than 20 years. The company’s full suite of data-driven services, including fan experience tracking, sponsorship valuation and measurement, ticketing strategy, and creative/media optimization are now made more powerful with rich insights from fan conversations happening online. Fizziology’s proprietary technology enables brands to drill down on organic, fan-driven conversations that matter, giving brands an inside look at their perception among individual sports enthusiasts.
Brands can expect to receive findings on unaided sponsor recall, official sponsor status, and sponsor recall across leagues. Recent, unreleased findings from a 2018 NBA Sponsor Breakthrough study include:
- NBA team jersey patch sponsors (GE, Goodyear and Stubhub) generated sponsor association rates similar to or better than official league sponsors (Kia, Mobil, Verizon, and Kumho) despite the smaller spend
- Nike dominates in unaided sponsor recall across the NBA. The brand is consistently identified more frequently than both Under Armour and Adidas, regardless of apparel sponsorship status
- (2017) Fans of Major League Soccer are most likely to support brands that are official league sponsors (75 percent), followed by NASCAR and the NHL
“In conjunction with Turnkey Intelligence, we’re deepening the understanding that brands and sports leagues have of their fans,” said Rich Calabrese, executive vice president at Fizziology. “Social data provides an unedited, real-time look into fan feedback. We’re looking forward to working with Turnkey to continue helping brands gain loyalty with customers through these insights.”
Founded in 2009, Fizziology (www.fizziology.com) is a global audience insights company that delivers business-critical social media analytics, research, and services to key industries including media and entertainment, sports, travel and tourism, and lifestyle brands. The firm is headquartered in Indianapolis and has offices in Los Angeles, Nashville, and St. Louis, in addition to local market expert analysts around the world. Fizziology, along with its sister companies MarketCast, Insight Strategy Group, and Turnkey Intelligence are business units of MarketCast Group, a portfolio company of Kohlberg & Company, a leading private equity firm headquartered in New York.
About Turnkey Intelligence:
Established in 1996, Turnkey Intelligence (www.turnkeyintel.com) is a business intelligence company in the sports industry, offering best-in-class research and advisory services to sports leagues, teams, venues, and brands. Turnkey’s areas of expertise include sponsorship measurement and evaluation, advertising effectiveness, customer experience management, brand tracking, pricing optimization, customer segmentation, and more. Turnkey Intelligence, along with its sister companies MarketCast, Insight Strategy Group, and Fizziology are business units of MarketCast Group, a portfolio company of Kohlberg & Company, a leading private equity firm headquartered in New York.
About MarketCast Group:
MarketCast Group (www.marketcastgroup.com) consists of four integrated consumer insights businesses: MarketCast, Insight Strategy Group, Fizziology, and Turnkey Intelligence. These companies work in collaboration to apply the power of data, technology, and proven innovation to get at the heart of how consumers think, shop, and entertain their passions. Established in 1987, MarketCast is a leading provider of marketing research services and data analytics servicing the global entertainment industry. Acquired in 2015, Insight Strategy Group is a consumer research and strategy agency that leverages deep social science expertise to fuel brand growth, new product introductions, and service and content innovation. Fizziology, acquired in 2017, is a provider of social research and analytics that uses real-time global conversation to create actionable insights for marketers and creators. Acquired in 2018, Turnkey Intelligence is a business intelligence provider in the sports industry, offering best-in-class research and advisory services to sports leagues, teams, venues, and brands. Together, these companies equip clients to engage consumers and fans, manage and grow their brands, launch new products and services, expand consumer reach, and maximize business outcomes. MarketCast Group is a portfolio company of Kohlberg & Company, a leading private equity firm headquartered in New York.
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