Do you provide sponsors post-event fulfillment reports? If you do not, you need to. And if you do, chances are there is room for improvement.

Post-event fulfillment reports—aka recap or proof-of-performance reports—are the second most valuable property-provided service behind ROI measurement, according to the 2015 IEG/ESP Properties Sponsorship Decision-Makers Survey.

Fifty-two percent of respondents ranked post-event reports a nine or a ten on a ten-point scale, just behind ROI/ROO measurement (53 percent).

Just 32 percent of sponsors ranked the reports a nine or a ten in 2014.

Post-event reports offer rightsholders three primary benefits:  

  • Help sponsors demonstrate ROI
  • Provide a vehicle for sponsors to use internally
  • Help kick-start renewal discussions

Below, two trends as it relates to post-event reports.

All Communication, All The Time
A growing number of sports teams and leagues are supplementing post-season recaps with updates throughout the year.

The San Francisco 49ers revamped its recap strategy following its move from Candlestick Park to Levi’s Stadium in the 2014-2015 season. The strategy includes mid-season updates—essentially a mini version of post-season recaps—and monthly email updates with information on upcoming events, to-dos and proof-of-performance nuggets.

The team sends out the mid-season recaps in late October/early November followed by the larger proof-of-performance document after the NFL playoffs.

“Our goal is to keep it real time. We talk to our partners on a daily and weekly basis, but they know they’ll get an email from us at the end of every month, a midseason recap and a final role up at the end of the season,” said Brent Schoeb, San Francisco 49ers vice president of corporate partnerships.

More ROI Data--But Don’t Jump To Conclusions
With sponsors continuing to place more focus on return on investment, rightsholders are increasingly supplementing post-event reports with internal and third-party research.

While properties should include as much proof-of-performance data as possible, they should not try to interpret the findings. While a property may have a good idea of how a sponsorship performed, chances are they don’t know the metrics a sponsor and/or their agency use to determine success.

“I don’t discuss return on investment. Everyone has their own formula—when you tell them ROI, they start challenging it,” said Brett Gorrell, vice president of sponsorship & marketing with Festivals Inc., producer of the Bite of Seattle, Taste of Tacoma and other events.

The San Francisco 49ers give each partner a “data pack” of analytics culled from the NFL, third-party research and internal research. The data ranges from social media engagement to media visibility and changes in brand preference.

The team includes the data in the appendix of its post-season recap.

“Instead of trying to solve our partners’ ROI, our goal is to provide as many analytical tools as we can so they can justify the partnership on their end.”

While the team provides an array of data for each sponsor, it highlights information relevant to each partner’s marketing objectives.

That includes playing up social media engagement for Esurance and media visibility for PepsiCo, the latter of which sponsors the Pepsi Fan Deck and has a LED video board shaped like a bottle cap in Levi’s Stadium

“Each company weighs each analytical tool differently, but we want to be fully transparent and give each partner as much data as we can.”