Major evaluation project spans six markets and nine rights holders, moving beyond traditional media valuation to assess the business impact of Guinness’s global sponsorship portfolio.
Global sports marketing agency Sid Lee Sport, working alongside sister agency, Kepler, is undertaking a major evaluation of Guinness’s global sports sponsorship portfolio, designed to establish a clearer understanding of the commercial impact of its football and rugby partnerships.
The project covers six key markets – Great Britain, Ireland, Kenya, the United States, Indonesia and South Korea – and nine rights holders, including the Premier League, Arsenal, Aston Villa, Newcastle United, the Guinness Men’s and Women’s Six Nations and the four home rugby unions.
Sid Lee Sport and Kepler’s combined evaluation uses KIP, a custom-built, proprietary intelligence platform, to analyse three years of sales, brand and partnership data, helping isolate the incremental commercial impact of Guinness’s sponsorship investments.
The analysis goes beyond exposure, examining broadcast media value, digital reach, stadium pouring rights, fan research and experiential activation, alongside how effectively each partnership is utilised across different markets.
The evaluation aims to provide Guinness with a consistent, commercially grounded understanding of sponsorship performance across markets and partners, helping inform future investment decisions and identify opportunities to unlock greater value from its portfolio.
Mike Grumbridge, Managing Director at Sid Lee Sport, said: “The sponsorship industry continues to rely heavily on traditional metrics such as media exposure and reach to demonstrate value, but that doesn’t necessarily tell brands what their investment is delivering commercially.
“Our work with Guinness is about going much further. By combining the proprietary intelligence model of Sid Lee Sport and Kepler with deep sponsorship expertise, we’re building a clearer picture of where sponsorship creates genuine business value and how brands can unlock more of it.
“We believe this represents an important step forward in how sponsorship effectiveness is understood and measured.”
“Guinness is a brand steeped in sporting heritage and renowned for its innovation. Working with Sid Lee Sport has helped us define how we shape our brand in sport,” said Paddy Carberry, Guinness Global Marketing Manager, Head of Sport.
The Guinness project reflects Sid Lee Sport’s wider commitment to helping brands unlock more value from sport, bringing together world-class creativity, deep sponsorship expertise and a focus on effectiveness.
Tomorrow, (November 10) Sid Lee Sport and Guinness will host ‘From Pitch to Pint’, a live Unofficial Partner podcast at its London headquarters, bringing together representatives from the brand and agency to explore the true value of sponsorship.
The discussion will examine how brands can move beyond traditional measurement approaches and develop a more meaningful understanding of the returns generated by their partnerships. To register your interest in attending, sign up here.
Source: Sid Lee Sport
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