Marketers continue to invest in sponsorship opportunities; what are the key lessons you’ve learned from working with brands on these investments?
I’ve worked with some global sports brands recently and the biggest lesson I’ve learned is that sponsorship requires strategic activation to truly deliver ROI.
This is particularly true for sponsorships of major sporting events, which offer immense reach but the come with incredibly expensive media. Brands need to think beyond the traditional media buy and understand that the real value often lies in the rights that come with the sponsorship – the ability to create unique experiences, engage with fans directly, and tell compelling stories.
Cutting through the noise is a challenge, given every major sporting event is saturated with sponsors. To stand out, brands must deeply understand the audience, align with the values of the sport or team, and craft integrated campaigns that leverage the sponsorship across all touchpoints. The most effective sponsorships are those where the brand becomes an authentic part of the fan experience, not just an advertiser.
What advice do you have for brands looking to invest in new sponsorship opportunities?
Integrating foresight techniques and ensuring all decisions are informed by data are two things I recommend.
Scenario planning and war-gaming are two foresight techniques that enable you to model different potential outcomes proactively, rather than react to events after they happen. To return to the sporting event example:
- What happens if a key athlete gets injured or team drops out of a tournament?
- What if a new digital platform emerges that changes fan engagement?
- What if a competitor enters the space with a similar sponsorship?
By stress-testing these scenarios, brands can build more resilient and adaptable strategies, ensuring they’re prepared for various eventualities and can maximize their investment regardless of external shifts.
Similarly, data-driven decision-making should be non-negotiable. In the past, sponsorship often relied on gut feeling or broad reach metrics. Today, we can measure everything from brand lift and sentiment to website traffic, sales conversions, and even direct fan engagement attributable to sponsorship activations.
My advice is to establish clear, measurable KPIs before you invest, leverage robust models, and continuously optimize based on real-time performance data. This allows brands to understand not just if a sponsorship is working, but how and why, enabling smarter future investments and a clear path to demonstrating ROI.
Download Prove your sponsorship value: A measurement guide for marketers to learn more.
Outside of your day job, you coach and mentor women on the topic of STEM. Tell us more about this…
This is something I hold very dear to my heart – I will never forget a primary school child telling me that ‘science is for boys’.
I provide practical guidance, share my own experiences, and demystify what a career in STEM (science, tech, engineering, and maths) looks like. I have gone into schools but also worked 1-2-1 with individuals to help them identify relevant opportunities and build their confidence so they can seize them.
I believe that diversity in STEM is an imperative for innovation and progress. When you have more diverse perspectives at the table – including those of women – you get better problem-solving, more creative solutions, and products and services that truly serve a broader population.
I’ve seen firsthand the impact of a lack of representation, and I want to be a part of changing that narrative. Empowering young women to see themselves in these roles, to understand their potential, and to break down any perceived barriers is incredibly rewarding.
What advice do you have for women once they enter the workforce, particularly around work-life balance?
I think it’s important to start by saying that balance isn’t a static state, it’s a dynamic equilibrium that constantly shifts. My advice isn’t about achieving perfection but about building sustainable practices and a supportive mindset:
- Define Your Non-Negotiables: For me, it’s being present for bedtime and talking about our day. For others, it might be a morning workout or a specific hobby. Identify what recharges you and what makes you feel connected to your personal life, and then fiercely protect those times.
- Embrace Flexibility and Prioritisation, Not Perfection: There will be days when work demands more, and days when family does. The key is to be agile and prioritise ruthlessly. Learn to say ‘no’ – both at work and at home – to things that don’t align with your core priorities. Let go of the idea of doing everything perfectly as good enough really is often good enough.
- Build Your Support System: Whether it’s a partner, family, friends, or other working parents, it’s crucial to have a support system to lean on. Don’t be afraid to ask for help, delegate tasks, or vent when needed.
- Invest in Self-Care: This isn’t selfish, it’s essential. Even 15 minutes of quiet time, a short walk, or listening to a podcast can make a huge difference to your mental and emotional well-being.
- Communicate Openly and Proactively: Be transparent with your employer about your needs and boundaries and communicate with your family about your work commitments. Proactive communication helps manage expectations and reduces stress for everyone involved.
Contact Lizzie to discuss any of the issues raised in this Q&A