brand Case Study

Sponsorship Study

The Client's Situation

Fans at a baseball game

The Campaign

Baseball players on Yankee stadium

Approach + Solution

Phoenix MI implemented a multi-wave tracking study to measure quantitative brand and experiential perceptions among market-wide target groups over time, in addition to supplemental on-site surveys to understand the impact of smaller-scale tactics.


Our research found that, even after one season, the new sponsorship had increased awareness and started to move brand perceptions in a more positive direction.

Additionally, based on the tactical learnings, the client was able to prioritize certain tactics and shift funding in the second season to drive even higher impact among key consumer and business groups. The learnings from this initial market were also used in contract extension negotiations with the sports franchise and to build a similar program in a different market affected by the same business challenges.

Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.