Danish Handball Federation Sponsorship Case

Written by Lars Damgaard Nielsen
Danish Handball Federation Sponsorship Case

Handball is huge in Denmark

Both male and female teams have been among the absolute best through the last many years, and many companies are interested in piggybacking on their success through sponsorships.

According to the Director of the Danish Handball Federation (DHF), Henrik M. Jacobsen, sponsorships are becoming increasingly important:

"At the Danish Handball Federation, we have a strategic focus on clarifying the value of our sponsors' investments, and MediaCatch can help with that. Sponsorships are becoming increasingly important in the marketing mix of large companies. Partly because it is a way to mutually reinforce shared values between sponsor and rights holders - but also because it provides unique creative opportunities for companies whose exposure opportunities are under pressure," he says.

But what is the value of my sponsorship?

Calculating sponsorship value is not only of interest to the brand - it is also of interest to the Danish Handball Federation who want to price their sponsorships according to the value they provide.

So how does one determine the cost and which placements have the most viewers? And how do you continually optimize it so that the product becomes more valuable for both the sponsor and the rights holder?

The Solution

Through a custom solution, we have trained our logo-recognition-model to recognise the logos of each sponsor with a mean average precision above 95%, which is among the highest achievable when not having an enormous database for each logo.

We are scanning all matches and surrounding coverage in real-time, and then added a human layer of validation to validate the detections. This meant that our analysis was based on humanly validated data.

This amazing dataset gives us in-depth metrics of each sponsorship with metrics that included logo-size, placement on screen, stadio/human placement, placement type (board, shirt, floor etc.), specific placement (where on the shirt, where on the floor etc) and much more all coupled with a UI overlay to verify detected logos.

Note the LIDL logo to the far right of the image, which is also caught by our logo recognition model.

The general learnings

  • An on-screen logo does not equal people actually noticing the logo. Using an AI model trained on eye-tracking data, we estimated that the viewer was in general looking at the logo of the main sponsor for an average of 58 seconds each game.
  • More than half of the logo exposures derives from outside the games (53% outside the game vs. 47% in the actual game)
  • The difference between the most exposed sponsor and the least exposed sponsor was a factor of 44.

DHF are sent an analytics reports every time each of the national teams are gathered (female and male), which is 8 times yearly. Each sponsor also receives a detailed report with their specific data.

If you want to hear more about our custom solutions or if you simply want to learn more about our collaboration with DHF, please reach out to Lars Damgaard, CEO, at [email protected].

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