Above the RIM: Excel’s New Model Helps Clients Determine Full Business Impact of
Sports Investments

Brand logos are being woven into the fabric of sports organizations, literally and figuratively. Coming off the success of the NBA jersey patch program, which was introduced in 2017, Major League Baseball and the National Hockey League have rolled out their own on-uniform branding programs. With this recent influx of inventory in the marketplace, in addition to existing marquee assets like stadium naming rights, properties must be able to effectively communicate how brand visibility, intellectual property rights and the variety of benefits that can be included in sports partnership deals translate into actual business impact, most importantly, revenue.

Excel Analytics has introduced a proprietary solution to address the question of how sports partnership investments help a business achieve their specific KPIs. The revenue impact model (RIM) is a multiple regression framework utilizing information sourced from our proprietary technology, algorithms, and datasets. The model can demonstrate how a sports partnership investment can drive top-line revenue growth, while also measuring how the assets within a respective deal can help a company achieve their specific reach, sentiment, audience and engagement objectives.

“The revenue impact model arms our clients with the best data-driven answers to the primary question we consistently hear in the late stages of major partnership discussions. That is how can this investment and the specific assets in this deal help my company achieve our specific revenue and brand objectives? This advancement is a game changer for properties and brands at a time where investments of this type are being more scrutinized than ever before.” – Jason Miller, Senior Vice President and Head of Properties

In successful beta versions of the model, we were able to unlock and assign value for industry-leading brand and property clients including Rapid7 (Boston Bruins jersey patch) and the Los Angeles Angels (MLB jersey patch).

“The revenue impact model is our newest tool that Excel Analytics uses to arm our Properties division clients with the numbers and narratives to maximize properties revenue growth and shorten decision timelines.” – Adam Grossman, Vice President, Business Insights and Analytics

RIM is part of a suite of solutions that our Properties division clients use to determine and communicate the value of their most important in-venue, media, digital, social, hospitality, experiential, and intellectual property partnership assets.

With analytics impacting the way sports are played, front offices are operated and brand-side c-suites approach marketing, RIM is leveling the playing field for decision makers seeking to measure the business impact of sports marketing investments.

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