赞助新时代：面向个性化未来的战略重构

REIMAGINED STRATEGIESFOR A PERSONALIZED FUTURE Table of Contents The Future of Sponsorship is PersonalizedI.4 Fan-Led Partnership Evaluation to MaximizeBrand Value & ImpactII.7 A Strategic Partnership FrameworkIdentifying Where to Play1010 Decisioning: Evaluating Brand PartnershipsThat Drive ImpactIII.13 Bringing 1:1 Partnerships to LifeIV. 17 Media & Sponsorship Connectivity20 Table of Contents Technology’s Role in PersonalizingSponsorship ActivationV. 21 Addressability Through LocalizationVI. 24 Advanced Sponsorship Measurement:Speed to Value for Brand & BusinessVII. 29 360 Measurement PlanObjectivePace of the Business323233 About PMG 35 The Future ofSponsorship isPersonalized Personalization Is Defining theNext Era of Sponsorship The evolution of fan engagement has mirrored the broader shifts in consumer interactions across all sectors,marking a significant departure from traditional engagement methods to a model where personalization reignssupreme. Today, sponsorship is the new CRM, transforming the fan experience into one that resonates on amore personal level by leveraging the full power of technology and data analytics to turn passive viewership intoactive engagement. In 2025, crafting a 1:1 fan experience can shift from aspiration to reality for brands aiming tomeet the fan where she spends her time, making it a strategic imperative that places technology and data at theheart of our sponsorship philosophy. Sponsorship is the new CRM. In the modern entertainment ecosystem, fans engage throughvarious digital and physical touchpoints, making the fanjourney more complex and integrated than ever before. Byleveraging advanced analytics and media connectivity, brandsponsorships can transcend mere visibility and focus onfostering meaningful interactions that convert fans from passivespectators to active participants and brand advocates. The commitment to personalize sponsorships also maximizesdollars in-market, particularly for brands leveraging localizationto drive frequency with the most qualified consumers andpunch above their weight in a saturated ecosystem. Wheretraditional siloes between sponsorship and media channelscan lead to waste or misaligned strategies, an integratedapproach ensures that sponsorships remain agile and adaptin real time to the shifting landscapes of fan engagement andmedia consumption, driving a new level of accountability tothe business. With real-time data analysis and a continuousrefinement strategy, the forefront of sponsorship innovationincreasingly resembles other digital and audience-ledchannels—addressable, relevant, and perfectly aligned withcurrent fan behaviors and market dynamics. By utilizing technology as an enabler, such as PMG’s AlliPlatform, we can harness unparalleled levels of data to unravelthe complexities of fandom—its behaviors, preferences, andtendencies. Tailored sponsorships that align precisely with whatfans value most ensure that every campaign resonates deeplyand fosters meaningful, measurable engagement. For example, PMG’s analysis of a wide range of fan interactionsreveals a significant rise in engagement when sponsorshipsalign with the values and interests reflected in fans’ digitalfootprints. Just as insights drive media planning and audienceaddressability in real-time digital campaign management, thislevel of detail can inform all aspects of sponsorship strategy,from identification and activation to measurement andoptimization, ensuring that our efforts are not only seen but felt. Adopting an integrated,more personalizedapproach to sponsorshipsdelivers new measures ofbusiness accountabilityand impact. A recent PMG study shows that over 56% of fans engagewith sports content at least weekly, with a growingpreference for interactions that extend beyond thegame itself.This highlights the shift toward more immersive,sequential, and personalized fan experiences. Fans wantthe game to be played on their terms. Similar to how theMoneyball revolution transformed sports, focusing on utilizingdetailed fan engagement data and predictive modeling willsteer sponsorships toward a future where personalization atscale is not only possible but essential for creating a lastingimpact and driving brand growth in the entertainment andsports industries. This future is not merely about meeting fanswhere they are but also about engaging them in ways thatare both meaningful and measurable, turning every point ofinteraction into an opportunity for deeper connection andengagement. Copyright 2025 PMG Worldwide LLC. All Rights Reserved.Fan-LedPartnershipEvaluation toMaximize BrandValue & ImpactII. A New Model for Measuring Sponsorships Traditional sponsorship models provide a solid foundation for brand presence, but we have identified a moreeffective way to connect with target audiences and build long-term, sustainable brand value. We refer to this asan AND strategy, which combines proven methods with more dynamic, data-driven, and integrated tac