By Jeremy Morris, Associate Editor, US Daily Review.
Sponsorship Advisor (www.sponsorshipadvisor.com) has recently been launched by Genesco Sports Enterprises, Inc. as a new, web-based tool that quantifies which pro and college sports teams are the most valuable to companies from a sponsorship perspective.
A proprietary formula utilizes objective data to uniformly score teams on a range of factors including impact, stature, national fan avidity, and local fan avidity culminating in a team’s Power Score measured on a scale of 1-to-100. Users have the ability to compare teams across leagues, within a league, or within a local region.
“This is a tool that will help our clients and other companies active in sports sponsorship make smarter investment decisions that are based on quantifiable data,” said John Tatum, co-founder and CEO of Genesco Sports Enterprises.
“One of the great things about this tool is that it is customizable to each brand based on their specific business goals,” said Charles Rode, Managing Director, GSE Research and Insights. “We have the ability to add custom business rationale metrics, and users can assign different weights to various criteria based on their objectives. The data is continually updated so we can track team scores over time to see fluctuations.”
The teams that lead in the initial rankings are high-profile franchises that have had a strong history of success on and off the field. The New York Yankees debut with the top score influenced by their championship history, large market, avid fan base, and superior business operations.