In a bid to help brands better evaluate ROI
for sports sponsorships, Dallas-based ad agency Lerma/ has created a new benchmarking tool that ranks professional sports teams on metrics including media
efficiency, fan affinity and team trajectory.
Currently the sponsorship ranker evaluates all US-based Major League Baseball teams. Additional leagues will be
incorporated as their new seasons begin later in the year, including the National Football League, National Basketball Association and the National Hockey League.
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“It felt a little
crazy to us that, with all the data capabilities in our industry today, evaluating sports deals still felt like the Wild West for so many of our clients,” said Jon Lee, Principal at
Lerma/ who is overseeing the development of the sponsorship tool. It’s intended to give sponsors a “clearer birds eye view” of the sponsorship
landscape, he added.
The Sponsorship Ranker evaluates teams across three core metrics:
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Fan Affinity – indicators of fan engagement and audience scale, including All-Star voting, franchise value, social media following,
video views, and ticket sales.
The tool was developed for marketers who are evaluating sports sponsorship investments. Reports are free. The
agency charges for work on specific sponsorship evaluations on a “scope of work” basis.
According to the current MLB rankings, despite their slow start on
the field, the Philadelphia Phillies are the most efficient media buy in baseball, with a composite score of 82. The Los Angeles Dodgers follow closely at 80 and benefit from their strong
fanbase, both in-stadium and on-screen. The Detroit Tigers, tied with the Dodgers, are backed by their strong reach. The New York Mets and Boston Red Sox round
out top 5 spots.
The agency stressed that the evaluator is not affiliated with or endorsed by any pro sports league. It is based on
available market data and LERMA/’s proprietary modeling.
The tool’s complete MLB ranking and methodology can be viewed here.
