Sponsor Analytics will examine the effect of sports sponsorships on brand affinity, awareness and consideration, as well as whether they increase sales and revenue for the sponsor company.

The tool analyses data from smart televisions and connected devices, websites, social media platforms and retail and online sales sources to examine fan actions and behaviours.

This data is then combined with MarketCast’s own research with sports fans to understand how sponsorships affect behaviour.

MarketCast has made a number of acquisitions in recent years, including data science firm Deductive, social digital opinion measurement firm Fizziology, custom research and insights business Insight Strategy Group and Turnkey Sports Intelligence.

Lyndon Campbell, senior vice-president and general manager of sports and brands at MarketCast, said: “As brand marketers face increasing pressure to implement strategies that have a direct impact on revenue, sports sponsorship measurement must evolve.”