Stop buying sponsorship as rights and start running it as media. Sponsorships bought for access and hospitality are rarely instrumented, so there is no baseline to measure against. Coologee builds the baseline, sets KPIs on reach, engagement and traffic, and unifies activation under one creative platform so there is a single effect to attribute.
The portfolio grew one deal at a time. Different teams, different leagues, different renewal cycles, each negotiated by whoever held the relationship. Activation varies by market, and so does the creative.
Renewal season arrives and the question is whether to renew. Nobody can answer it with anything stronger than the relationship, the hospitality and the fact that the logo is visible.
Sponsorship gets evaluated on rights and assets delivered rather than media value received. The rights package is what was bought, so it is what gets reported, and impressions counted at the property level mostly tell you the game was attended.
The second failure is creative fragmentation. A different execution per team makes production expensive and the aggregate effect impossible to isolate, because there is no aggregate.
Coologee audits the agreements and activation plans, then negotiates directly with teams, leagues and networks to improve placement quality rather than add inventory. One branded campaign platform runs across every property, which cuts production cost and creates a consistent signal to measure.
The measurement framework and baseline reporting come before the season, not after it, so renewal decisions are made against evidence.
Tell us what you are working on. No qualification gauntlet — we qualify in the conversation, not on the page.