caytoo will provide GB Taekwondo and their sponsors with better visibility on how the commercial partnerships are working. It will help sponsors extract more value from the partnership and help GB Taekwondo – which runs the sport’s world class athlete programme – attract new sponsors more easily.
The appointment comes after caytoo won the tender from Manchester City Council and World Taekwondo to measure the media, commercial and economic impact of the recent World Championships held in Manchester.
Matt Archibald, GB Taekwondo’s CEO, says it was a “real eye-opener to see the way caytoo employed a data-led and scientific approach to see how things were currently working and the different directions we should be looking at to target new sponsors.”
Archibald says that despite having a number of repeat Olympic and world champions, taekwondo “doesn’t have the profile of the bigger sports, so we need to be much smarter and results-oriented in how we market ourselves to brands.”
He adds, “We want to be as successful off the mat as we are on it.”
Jeremy Thompson, CEO of caytoo said two things were consistently clear in their early conversations with numerous rights holders: “The desire to take a more data-driven approach to sourcing and managing commercial partners combined with the frustration of ‘lazy agencies talking to the usual partners’”.
Thompson believes caytoo is the “antidote” to this situation, being led by former executives of Nielsen, Deloitte and Cision, where “analysis, measurement, data, process and business intelligence were staple requirements.”
Thompson is also confident his experience in chairing AMEC – the international body responsible for measuring and evaluating communications and PR – will be crucial in helping the sponsorship industry accurately measure ROI. “The most contentious question facing the PR industry was “what is the value of my PR coverage” and this idea of value or impact is something the sponsorship industry has been talking up more recently,” he said.
If you are interested in how caytoo can help your business contact Jeremy on 020 3176 8131 or jeremy@caytoo.co.uk
