United Kingdom 
United States 
Deutschland 
France 
España 
Italia 
International 
Business challenge
With decades of experience in the sponsorship world, the team at Priority Partnerships recognized an undervalued opportunity in youth sports sponsorships. They believed these sponsorships could help brands better connect with parents whose children compete in youth sports. However, with little public data available to validate this theory, the consultancy decided to take the lead on uncovering the truth.
To ensure credible, unbiased results, Priority Partnerships worked with YouGov - the world's most trusted and most quoted market research company - to survey a nationally representative sample of U.S. adults and youth sports parents.
As a first mover on the research topic, Priority Partnerships also wanted to establish an authoritative presence in the youth sports sponsorships industry, generating actionable survey insights for industry partners, while keeping the findings accessible and engaging.
Solution
YouGov Sport’s research experts tailored a proposal to meet Priority Partnerships’ goals, creating a custom, data-driven study to reveal the real impact of youth sports sponsorships among a targeted audience, youth sports parents.
Using its nationally representative consumer panel of 7+ million Americans, YouGov gathered reliable insights from youth sports parents, comparing them to similar responses from a nationally representative population.
The results clearly showed a higher receptiveness among the youth sports parents.
This finding allowed Priority Partnerships to provide an objective, data-backed proof point persuading brands to invest in youth sports organizations as a marketing channel to reach parents of children.
Results
Following the completed fieldwork, Priority Partnerships crafted a youth sports sponsorship ROI report, highlighting the key findings of its survey with YouGov.
To maintain YouGov’s commitment to data accuracy, the expert researchers who designed and fielded the initial research also double-checked the findings of the Priority Partnerships analysis, which the consultancy subsequently published.
Within weeks of publication of the study, Priority Partnerships drove a 14% increase in LinkedIn followers, a 1,259% surge in website visits compared to the same period the previous year, and 1,391% year-over-year growth in unique visitors. The report also generated nearly 1,000 downloads, along with a significant uptick in new business
I can’t speak highly enough about my experience working with YouGov on this research. From the outset, I knew I could rely on their credible and trustworthy survey panel, an essential foundation for this project. What truly set them apart, however, was their expertise in research design and data analysis, combined with a genuine passion for the work. Together, we uncovered actionable insights that youth sports organizations across the country can use to grow their sponsorship programs, and that can inspire more brands to invest in youth sports."