Strategic Sponsorship Analysis for a Football Club
As part of a job application for an analyst role at a data-driven sports agency, I was tasked with acting as a commercial analyst for a football club. My responsibilities included analyzing a dataset of up to 900 entries to identify up to five key sponsorship trends within a league and providing actionable insights. Additionally, I was required to propose a new category-level partnership for the club, explaining the rationale behind my recommendation.
Data Analysis Using Excel
Using pivot tables in Excel, I conducted an in-depth analysis of the dataset to uncover patterns in partnership durations, revenue contributions, and brand categories. I began by organizing and cleaning the data to ensure consistency, enabling a seamless analysis process. By leveraging advanced Excel functionalities such as filtering, I identified key trends and anomalies.
During the analysis, I encountered an outlier that significantly influenced the results. After thorough evaluation and logical reasoning, I assumed that the data point was likely input incorrectly. To address this, I performed detailed calculations and applied strategic adjustments to derive a more accurate value, ensuring the integrity of the dataset remained intact. This approach allowed me to maintain actionable insights while minimizing distortion in the results.
Additionally, I created customized charts and visualizations, including bar graphs and pie charts, to represent key findings clearly. This structured and detail-oriented process effectively highlighted sponsorship trends while demonstrating my ability to translate complex datasets into accessible formats for stakeholders. My approach underscored both my technical proficiency in Excel and my analytical thinking in navigating data challenges.
Sponsorship Overview and Insights
I conducted a detailed analysis of the football club’s sponsorship landscape, focusing on its position within the league and identifying key patterns across sponsorship categories, durations, and geographical reach.
With no provided templates or guidelines, I independently developed the structure and design of the report by thoroughly researching the company’s website, branding, and previous reports. I carefully aligned my visuals, formatting, and color schemes with the company’s branding to ensure a professional and cohesive presentation.
Through a breakdown of sponsorship metrics and actionable insights, I provided a clear understanding of the club’s current portfolio. These findings formed the basis for strategic recommendations, ensuring alignment with the club’s broader goals and market opportunities.
Formulating Recommendations and Designing Visuals
Based on the analysis and insights, I proposed a new category-level partnership. Taking into account the company's branding and approach to sponsorship announcements, I designed a custom banner using Adobe Express that aligned with their style. This final output integrated insights from the brief, dataset analysis, and competitive research to deliver a comprehensive recommendation.
Disclaimer:
All data used in this project is fabricated and does not reflect real-world values or insights. Additionally, the logos and identifying elements have been blurred or omitted to ensure confidentiality and to respect intellectual property rights. This project is solely for the purpose of showcasing my analytical and presentation skills.