Sports marketing

Allison+Partners launches a sports marketing specialty –

The integrated data-driven approach includes the launch of an acquired performance scorecard

SAN FRANCISCO–(BUSINESS WIRE)–Allison+Partners today announced the launch of Allison+Sports, a sports marketing specialty that leverages deep relationships with media and influencers and works in collaboration with operations existing brand marketing tools to increase the value of communications. The specialty will work with existing and planned brand sports sponsorships, athlete and celebrity sponsorships and other marketing relationships to provide integrated marketing strategy and execution, utilizing a priority objective.

“Today’s sports landscape is more entwined with mainstream culture than ever, providing plenty of opportunities for storytelling on and off the pitch,” said Shane Winn, managing director of sports strategy and marketing at the agency. “We know that building relationships across an ecosystem of journalists, sponsors, properties and fans is the fuel that will bring these stories to life in a massive sea of ​​sports headlines.”

The offer, which presents a data-driven approach, includes:

  • Strategy and execution of earned media relations focused on sports and culture
  • Talent sponsorship and assessment, contract negotiation and relationship management
  • Sports-focused strategy, campaign development and go-to-market planning
  • On-site consumer and B2B audience activation
  • Primary research and data mining to assess and inform predictive campaign analytics

Acquired Performance Dashboard

Simultaneously, Allison+Sports launched a proprietary, data-driven tool called Earned Performance Scorecard (EPS), which compares brands hitting home with their sports investments, rates individual brands against those competitive best sets, and builds ideas and strategy from the results to inform future campaigns, programs and investments. EPS is a scalable tool that can be customized for any brand, methodically assessing and scoring brands based on audience messaging impact, social stickiness, approval, and impact partners, creating and feeling conversations, and relevance of purpose/pop culture.

“Allison+Partners relies heavily on data and analytics products and methodologies to inform our work,” said Anne Colaiacovo, Global Partner and President, North America. “EPS fills a gap in our industry, providing brands with a tool that can both assess past performance and also guide and predict future results.”

Sports media consumption survey results

As part of Allison+Sports’ data-driven approach, the team will closely track casual and diehard sports fan trends to better inform earned media strategy. Below are examples of insights* the team uncovered on hot and newsworthy sports topics:

  • WOMEN’S SPORTS: 44% of US sports fans pay more attention to women’s college and professional sports than 3 months ago
  • SPORTS BETTING: 41% of all sports fans are more likely to bet on a sporting event than 3 months ago
  • PODCASTING: 56% of US sports fans say they listen to sports-related podcasts at least once a month, with 33% listening at least once a week

To hear more exclusive insights from casual and diehard sports fans, tune in to Allison + Sports’ new sports marketing-focused video podcast series, available on YouTube, which has so far analyzed the women’s college basketball, big game radio, Tom Brady’s non-retirement, and Tiger Woods’ incredible return to the Masters.

About Allison+Partners

Allison+Partners is a global marketing and communications agency driven by a collaborative approach to innovation and creativity. The company was named by PRovoke Media as one of its Global Agencies of the Decade, North American Agencies of the Year, and Best Agencies to Work For. The agency has also been named by PRWeek as one of the best places to work for four consecutive years and recognized as one of the fastest growing agencies in the UK. Allison+Partners operates in 34 markets worldwide and is organized around five practices: Consumer Brands, Corporate, Reputation Risk + Public Affairs, Health and Technology. The agency’s Marketing Innovation team, which combines branding, integrated marketing, creativity, research expertise and measurement in a single offering, works on these practices to deliver integrated storytelling to clients. Allison+Partners is part of Stagwell, one of the most dynamic and influential marketing and communications networks in the world. Partner agencies leverage Stagwell’s technology, data analytics, insights and strategic consulting solutions to drive measurable results and maximize marketing ROI for more than 1,700 clients worldwide. For more information, visit

*Allison+Partners Research + Insights surveyed 1,001 sports fans over the age of 18 in the United States. The survey was conducted using the Qualtrics Insight platform and the panel was sourced from Lucid. Fielding was executed in March 2022.


Shanna Brown


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