DEEPER SPONSOR UNDERSTANDING
Sponsorship Excellence Begins With Superior Insights
Sponsor View is the independent research and measurement service that provides commercial leaders with the scientifically backed intelligence needed to strategically manage and grow world-class partnership programmes.
Sponsorship is a critical revenue source that demands a strategic, data-driven approach to partner management. We go beyond basic satisfaction scores.
Maximise Sponsor Retention
Pre-emptively identify and resolve service quality gaps and misalignments that threaten renewal.
Inform Offering Evolution
Gain clarity on future sponsor needs to strategically shape your service, benefits, and value proposition.
Identify New Commercial Opportunities
Pinpoint cross-selling, upselling, and integration opportunities driven by a true understanding of partner needs.
Science-Based. Practice-Led.
Sponsor View’s distinct advantage is a methodology built on rigorous academic partnership with Loughborough University London and delivered by industry experts.
Interview-Based and Thorough
We conduct in-depth, candid interviews with key partner stakeholders—including C-suite executives and decision-makers—capturing qualitative dimensions that standard surveys cannot.
Independent and Reliable
Our independent status removes internal bias, providing an unfiltered space for partners to speak freely and deliver the authentic feedback required for structural change.
Specific and Scientific
Our framework is statistically validated and specifically tailored for the complexities of the sponsorship industry, ensuring every insight is robust and actionable.
Core Research Areas
Our analysis is structured around the critical dimensions that determine partner satisfaction and long-term value creation:
Product
Service Quality Gaps
Satisfaction with the Sponsorship Offering
Onboarding Feedback
Satisfaction with the Sponsorship Offering
Onboarding Feedback
Strategy
Evolution of Sponsor Objectives
Partnership Performance Alignment
Value Creation and Upselling Opportunities
Partnership Performance Alignment
Value Creation and Upselling Opportunities
Processes
Workflow Efficiency
Interdepartmental Coordination
Measurement and Infrastructure
Interdepartmental Coordination
Measurement and Infrastructure
Perception
Competitive Positioning
Brand Perception
Trust and Relationship Quality
Brand Perception
Trust and Relationship Quality
What Rights Holders Say About Sponsor View
“The implementation of SponsorView has been both insightful and highly valuable in enhancing our account management with commercial partners.
It has offered a unique perspective, revealing previously unnoticed gaps in our service delivery and misaligned expectations, which we’ve successfully addressed and managed.”
Head of Partnerships, National Governing Body
“The insights were illuminating and fascinating and have already led to us making some short-term and planning some long-term changes to how we deliver for our partners.”
Partnerships Manager, National Governing Body
“We really try to get under the skin of our sponsors but not at this level of detail and scientific analysis. Sponsor View is a more objective look at how servicing is working.”
Head of Partnerships, English Premier League Football Club
“It’s really fascinating to know what makes people tick. It has exceeded my expectations. It’s given me loads of ideas. I knew it would be good but it all makes sense and I’m really glad we’ve done this.”
Commercial Director, National Governing Body
“We’ve never seen anything in this depth and with this structure.”
Sponsorship Manager, Formula 1 Team
“We have utilised Sponsor View with two of our principal partners as a trial and the results have been very worthwhile. We are also already planning to use Sponsor View with other partners and to repeat the research again next year.”
Partnerships Manager, National Governing Body
“Sponsor View is on-point and impressive.”
Partnerships Director, English Premier League Football Club
“Sponsor View is extremely impressive, hugely interesting and especially interesting to see the perception of what service means from one brand to another. It 100% fits with the narrative of what we’re trying to build.”
Partnerships Manager, International Governing Body
“It was a breakthrough to see how important service is to sponsors.”
Head of Partnerships, Formula E Team
“This will help the Board understand what is required for good service, how to improve things and how to acquire new sponsors. The independence gives more credibility than just one person in one department saying it.”
Head of Sponsorship, International Governing Body
The Research Methodology
Our research service is built on a statistically validated model developed in collaboration with sponsorship experts and Loughborough University London. Based on extensive research involving over 380 sponsors, we’ve identified the key factors that drive sponsor satisfaction.
This has led to the creation of a Sponsorship Service Quality measurement scale and a comprehensive framework for assessing sponsor satisfaction on behalf of individual rights holders
First
Research of this calibre on sponsorship service
Thorough
Research and analysis methodology
Highly Reliable
Statistical significance of findings
Worldwide Study
Targeting prominent sponsors and covering all the main sponsorship markets
384 Leading Professionals
Qualified through strict criteria over experience and seniority
Created And Delivered In Collaboration
Sponsor View is the result of a longstanding collaboration between Millharbour Marketing (our parent company) and Loughborough University London.
Our team of industry practitioners and academics is dedicated to advancing knowledge in sponsorship, business management, and education.
Driven by curiosity, a commitment to learning, and a strong emphasis on listening and dialogue, we create tools that empower our clients to achieve excellence, innovation, and growth.
