Sponsorship decision-makers shared plenty of success stories at IEG 2016.

Below, three examples of how Citi, CIBC and Comcast have used sponsorship to drive return on investment and objectives.

Citibank
Citibank has seen success across multiple fronts since signing its groundbreaking five-year, $40 million title of New York City’s bike share program in 2012.

The bank took the partnership to refresh its brand in the wake of the 2007-2008 financial crisis, celebrate its 200th anniversary and build presence in New York City, a market where it has smaller retail network than its competitors.

“This provides a big blue blanket that will simply continue to grow as expansion happens,” said John Sellman, senior vice president of strategic marketing with Citi North America Consumer Bank.

KPIs included a five percent lift in brand health; 40 percent brand linkage within the first year of the contract; and 2.5 rides per day.

First-year results

  • 25 point increase in brand preference
  • 83 point increase in brand linkage
  • 17 point increase in positive impression
  • 41 point increase in brand consideration
  • 22 point increase in brand image
  • $4.4 million in earned media

In addition, Citi Bike turned up as No. 14 on New York magazine’s 2013 “Reasons to Love New York” list.

Third-year results

  • 20 point increase in social responsibility
  • 25 point increase in positive impressions
  • 25 point increase in innovative brand positioning
  • 28 point increase in “Citi is for people like me”
  • 34 point increase in product consideration

CIBC
CIBC has extended its presence in the Twittersphere as a result of a social-first activation strategy around the 2014 FIFA World Cup.

The smallest of Canada’s five largest banks, CIBC partnered with the global soccer tournament to build its brand, engage employees and drive revenue. The bank accessed Canadian marketing rights to the event through a pass-through deal with Visa.

CIBC activated the sponsorship through a mix of social media-based promotions, helping the bank gain third place in Marketing Magazine’s list of the top ten brands “creating World Cup conversations” based on Twitter volume.

“We were high-fiving in the office when we saw this. Here is little CIBC competing with some really big brands that have a very strong association with the sport,” said Monique Giroux, CIBC vice president of sponsorship marketing & strategic partnerships, referring to Nike and Adidas’ ranking at the top of the list.

Giroux credits CIBC’s strong showing to a Brazuca ball giveaway, around which the bank gave official match balls to social media influencers.

“This is a practice we have incorporated into our sponsorships as a way to engage.”

Other results from FIFA World Cup activation include the following:

  • 500 percent increase in Facebook reach
  • 431 percent increase in social media engagement
  • 95,000 visits to the Aventura Credit Card contest page

In addition, CIBC also saw an increase in the number of employees expressing pride in working for the bank, per its annual employee survey.

“We know there was a positive lift with our employee morale.”

Comcast Cable/Xfinity
Comcast Corp. has seen success as a result of its partnership with Taylor Swift and the artist’s 1989 World Tour.

The cable TV giant used the partnership as a content play. The strategy: enhance the TV viewing experience by offering behind-the-scenes videos and other exclusive content on the musician’s Xfinity On Demand destination.

Consumers aware of the sponsorship rated Comcast 29 points higher than those unaware of the partnership, said Todd Arata, Comcast vice president of brand marketing.