The complexity of evaluating partnerships has never been greater, with properties offering seemingly similar benefits and opportunities. Making the right choice requires moving beyond gut feeling to concrete, data-driven decisions. When a significant opportunity emerged, we needed to transform interest into evidence-based validation through data-driven partnership selection.
When evaluating sponsorship opportunities for a B2B brand, initial platform insight pointed to the LA Lakers as a compelling option. However, in today’s data-driven landscape, transforming promising metrics into strategic proof points became crucial for validating this choice among multiple options.
The Initial Challenge
After an extensive evaluation of properties across the market, the Lakers emerged as a frontrunner. While initial metrics looked promising, a significant investment decision needed more than surface-level data. Traditional partnership evaluation methods often miss crucial insights that determine long-term success. The brand needed validation that this choice would deliver the best value among all options and provide clear selection metrics for stakeholders.
Key Performance Metrics
Our data-driven analysis revealed three key performance indicators:
- Property reach: 10.6% (Index 118.3) of target business decision-makers
- This equates to 96,150 Real World People
- NBA reach: 66.7% (Index 239.9) of target decision-makers
- This equates to 604,840 Real World People
This detailed review showed why the Lakers stood out. The property wasn’t just reaching audiences – it was delivering significant value in connecting with high-value decision-makers, demonstrating the power of data-driven partnership selection.
Brand Value Analysis
Against the market average (100), the data showed clear strengths:
- Technology: 89.2
- Performance: 123.3
- Professional: 178.2
- Data Driven: 112.6
- Overall Brand Value score: 125.8
These metrics provided concrete evidence of the Lakers’ alignment with the brands core engagement points. While technology brand value alignment sat slightly below average at 89.2, the overall brand value metrics (125.8) demonstrated exceptional performance in crucial areas that drive partnership success.
Partnership Portfolio Evidence
Current partnerships demonstrated clear potential for networking and business growth across the Lakers portfolio of partners.
- Strategic integration of 21 diverse partners
- Global to regional brand activation
- Cross-sector success stories
- Clear positioning opportunities
Their track record demonstrated success in managing complex partner relationships and activations while maintaining clear category exclusivity and strategic positioning for each partner.
Strategic Impact
Our data-driven partnership selection process transformed a potential opportunity into one of promise. An ability to deliver measurable reach while maintaining strategic alignment justified the property’s place within the final shortlist.
Luscid’s data-driven platform helps you move beyond gut feel to evidence-based partnership choices. Contact us to discover how we can help validate your next strategic decision.
