MGC Mútua has entrusted acrōnim Impact with managing the advertising impact generated by its sponsorships with sports clubs. Under the agreement, acrōnim becomes the unit that coordinates, activates and measures the insurer’s relationship with the clubs it sponsors.
MGC Mútua holds agreements with several football and handball clubs across Catalonia, from professional teams to leading local organisations. Until now, as with most companies, the return on these sponsorships was measured mainly in visibility.
With this agreement, acrōnim plans and coordinates each club’s actions (brand presence, content, activations with members and fans, hospitality and events), monitors them and measures the results in a consistent way across all sponsorships. MGC Mútua has its own platform where it can see, in real time, each club’s action calendar, the images and videos of every activation and the impact indicators.
The aim is for each sponsorship to stop being an isolated investment in awareness and become part of a relationship strategy with the clubs, their members and their communities, with results that can be compared and improved season after season.
“Sport creates an emotional connection that few things can match. The challenge is turning that connection into value for the brand and for the club. That is exactly what we will do with MGC Mútua,” says the acrōnim Impact team.
The agreement is the first project of acrōnim Impact, the acrōnim unit that turns sponsorships and partnerships into measurable growth.
