Placing a Premium On Partnership

NBA, NFL, NHL, MLB, & NASCAR
Insights & Comparative Analysis

Quick Hits

What you should know about AB InBev’s performance-based sponsorship model.
  • AB was the first to standardize performance in sponsorship agreements
  • All 90+ U.S. Team + League Partnerships are up for renewal by or in 2021
  • Every new agreement included incentive clauses worth up to 30% in additional spend based on meeting or surpassing AB InBev-defined KPI’s
  • Performance was tied to four (4) KPI categories
  • Properties did not receive less is they failed to meet or surpass target KPI’s and the annual base spend did not decrease

AB InBev Performance KPIs

Attendance
On-Field Performance
Social Engagement
Awareness &
Consideration
Joao Chueiri, VP
of Consumer Connections

The traditional sponsorship model, based on fees and media commitments, does not deliver the best value for us at a time when most leagues and teams are facing challenges with live attendance and TV ratings.

We want to evolve the model and encourage fan engagement.

MVP & AB InBev
Partnership

MVP is the exclusive provider of branded content performance analysis for the 90+ U.S. team & league partners housed within AB InBev’s portfolio.

How We Support AB InBev

Designed to consistently measure the performance and estimated media value for all branded content (organic & promoted) being produced by each property for AB InBev. The model places an appropriately heavy emphasis on engagement quality, with each property being contextually evaluated against themselves (performance over time), against their league counterparts, and against the entire AB InBev partner ecosystem.

Solutions Used

MVP Social Platform

The engine behind the comparative analysis and comprehensive measurement during every week.

Insights Team

The human layer that ensures no stone is left unturned in the quest for partner accountability and performance standardization

API

Input data for the performance-based sponsorship model directly into AB In Bev’s dashboard

Capabilities & Results

  • The MVP Social Platform and insights reports gave AB InBev complete visibility into sponsorship performance through social media
  • We measured active partnerships in real time to gauge weekly performance
  • AB InBev was empowered to make informed decisions by comparing and contrasting partnerships based on objective and grouping partnerships together based on industry vertical
  • Potential partnerships and new sponsors were assessed in platform by analyzing similar partnerships within other leagues and teams
  • Performance metrics were synthesized and used to convey performance alongside relevant sales and sponsorship data

Micro Influence
Macro Effect

5,000+ Global Micro Influencers
Insights & Asset Assessment
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