Each year, corporate brands budget huge sums of money for sports team sponsorships, but few methods exist to validate those expenditures. Through an analysis of mobile device location data and online browsing behavior associated with devices from MLB stadiums during the 2015 season, we are able to shed light into an area of advertising that has previously been difficult to quantify. We were able to create audience segments of casual fans verses avid fans and to determine brand affinity scores over the course of the season, audience interests expressed through their online behavior, and the differences in stadium audiences’ in-market affinity scores. Our finding showed that measurements of brand affinity not only allow for analysis of previous sponsorships, but also inform future sponsorships, thus allowing brands to spend their marketing dollars more efficiently.
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