Post by The Missing Link

As we’re taking the time to showcase great partnerships, one you can’t miss is the well-known Sunweb Group case. A great example for many that has been all over LinkedIn and has been highlighted several times, but nevertheless deserves praise and extra attention. Taking the plunge to become a front-of-shirt partner at RSC Anderlecht was a bold move, especially with the travel industry still facing its difficulties after the covid pandemic. However, the partnership was well thought through from the start. The objective and focus were clear and KPI’s were embedded in all activations. For Sunweb, sales conversion was the ultimate goal. In order to make this as tangible as possible, Sunweb and RSCA partnered with Wehave | Sponsorship Operations. On Autopilot. to use data cleanrooms in order to measure the actual conversion from fans to clients. With tailor-made content, which included involving Arno The Kid, and targeted e-mailing campaigns Sunweb has successfully been engaging with the RSCA fanbase with amazing results. Although we can’t share the actual numbers, this is a case that is definitely worth studying. Not only did Sunweb manage to re-activate former clients who have re-booked a holiday, but they also converted hundreds of fans into new clients. On top of this, they have been seeing increased new clients coming from all fanbases in the Jupiler Pro League, even from the big competitors. Aside from the great content and activation strategy, having the logo on the jersey is still worth a premium. Props to everyone involved at Sunweb, and a special mention to yf brodala for the framework he has built that measures the efficiency and effectiveness of Sunweb’s partnerships. Their nomination for this week’s SponsorLive awards is very well deserved.