The Texas Rangers wanted to be able to drive meaningful growth in one of their local sponsors, Germania Insurance.The Rangers understood that growing their relationship would result from being aligned on business outcomes and KPIs, which is why both the Rangers and Germania partnered with Relo to ensure that both parties had real-time, contextualized data to view their sponsorship objectively and make smarter and faster business decisions. By taking this approach, both companies were able to align on measurable KPIs and outcomes that helped their partnership grow season over season.
With a relationship starting in 2018, MLB’s Texas Rangers and local insurance provider Germania Insurance shared a mutually beneficial business relationship. With competition in the insurance sector at an all-time high, Germania was eager to sponsor a beloved local team with a large presence and fanbase.
Facing stiff competition for sponsorship dollars from not just other sports teams but also alternate sources of entertainment, the Rangers were eager to form partnerships with established companies with strong local roots.
With a strong sponsor relationship in hand and a new stadium opening in the 2020 season, things looked bright for the Rangers. When Germania’s team invested in a sponsorship with the Rangers and expected to maximize their return on investment, both parties knew that being vigilant, flexible, and able to adapt would be crucial.
The challenge for the Rangers came in finding a way to not just offer makegoods (the return or replacement of an ad impression due to unforeseen error) but help Germania recognize a positive return on their investment. Germania was interested in connecting with Rangers fans and the broader Dallas community.
The Rangers and Germania used Relo Metrics to ensure that both parties were looking at standardized metrics that were accurate and trusted by both companies. Even with limited fans, the Rangers knew that their digital rights created a significant amount of sponsorship value. With Relo, the Rangers used data to show Germania what was working well. When a placement was not performing, the Rangers were able to communicate with Germania in near real-time and course-correct mid-season.
In-season changes based on data, not gut feel, help Germania prove return on investment to the board. According to Min Choi, Chief Marketing Officer of Germania, “Our ability to have Relo at our fingertips allowed us to quickly adjust and measure throughout any point in the season.” For the Rangers, the partnership with Germania helps the Rangers cultivate deeper relationships with its fans.
While other tools update irregularly or at season’s end, Relo provided both the Rangers and Germania the necessary data to make the most of their partnership. Relo’s data was able to help all parties see clearly and make smart decisions.
By using real-time data from Relo Metrics, Germania has significantly increased their investment in sponsoring the Rangers. Using the same analytics, the Rangers are able to provide Germania with high-value opportunities to increase brand awareness and lift with their desired audience, ultimately driving sales.
Data has become foundational in today’s competitive and demanding brand marketing environment. And yet, many sports marketers are not putting the same emphasis on real-time data when it comes to the measurement of their sports sponsorships.
In this webinar, Min Choi (Germania Insurance), Chad Wynn (Texas Rangers), and Brooke Hennon (Relo Metrics) sit down with Adam White (Front Office Sports) to discuss how their organizations are using analytics to take control of partnership outcomes.
The Relo Metrics Sponsorship Analytics Platform is the smart way brands, teams, and agencies maximize sponsorship value.
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