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Sponsorship Activation · for sponsors, agencies and rights holders
Turn the sponsorship into customers.
Inside every fanbase there are two audiences: fans who already engage with the sponsor, and fans who do not yet. Rascasse builds both and gives you a 360° profile for each: which players, channels, content, products, partners and places will activate existing customers and win new ones.
- Activate existing customers
- Win new ones
- 24h to a new audience
Used by commercial and partnership teams in sport and the brands behind it
How we read the signals
Two audiences in one fanbase. Two jobs for the sponsorship.
We combine audiences the way your activation needs them: fans of the team and the sponsor, or fans of the team who are not yet into the sponsor. Each one is a full audience with its own profile, built from real digital behaviour.
- Activate: fans who already engage with the sponsor. Turn sympathy into loyalty and repeat purchases.
- Win: fans who do not know or use the sponsor yet. The sponsorship’s real growth potential.
- Signals for both: players, channels, content, products, partners, places and values, side by side.
What slows you down
Most sponsorships stop at the logo
The name on the shirt or the board builds awareness. It does not tell fans why to buy.
Fans who already buy from the sponsor and fans who have never heard of it get the same message.
The most famous player is not always the one whose fans are your customers.
Content, channels and regions are picked by habit, not by where the fans actually are.
Fans and customers, or fans not yet customers
Pick the team and the sponsor. We build the combined audience, or the one that leaves the sponsor’s current customers out, usually within 24 hours. You see its size, gender split, age, seasonality and how interest develops.
- Any club, league, event, artist or brand as building block
- “And” for activation, “not yet” for growth
- Same audience in every country you play in
FC Bayern × Einhell in Germany: 497K people, 33 % female, average age 39, interest peaking in May.
Everything you need to plan the activation
Each audience comes with the same set of views. Switch between them yourself:
Who fits these fans best, filtered to sport: Manuel Neuer, Lennart Karl, Lindsey Vonn, Julian Nagelsmann, Luis Díaz. Ranked by affinity, overlap and growth.
Where to reach them: Sportschau, Bild, Sport Bild, FOCUS Online, ZDF, Kicker, across TV, digital, audio and gaming.
What they care about beyond football: filling stations, smart cities, innovation, alpine skiing, cycling. Themes for content and prize draws.
Which product worlds matter: tools, hardware stores, commercial vehicles, with Makita, Stihl and DeWalt as the strongest signals.
Who to team up with: hardware retailers like Bauhaus, toom and OBI for joint promotions at the point of sale.
Where they live: Bavaria leads, Berlin and Munich are the largest cities. Down to postal code for local activation and OOH.
How to speak to them: need for security and conservatism are the strongest traits, so reliability beats hype.
From profile to activation plan
Every idea is backed by signals, so you can explain to the board why it should work.
Rascasse inside Claude and ChatGPT
Connect Rascasse to your AI assistant through MCP and plan the activation in conversation: ambassadors, channels, partners and places, from the same data as the dashboards.
- Works with Claude, ChatGPT and other MCP clients
- Any combined audience as starting point
- Available as part of your agreement, API included
For fans who follow both FC Bayern and Einhell:
| Athlete | Score | Affinity | Growth |
|---|---|---|---|
| Manuel Neuer | 94 | 2.29× | +133 % |
| Lennart Karl | 93 | 2.38× | rising fast |
| Lindsey Vonn | 90 | 2.14× | +443 % |
| Julian Nagelsmann | 87 | 2.23× | +133 % |
| Michael Olise | 86 | 2.14× | +262 % |
Neuer is the safe choice with the largest shared audience. Lennart Karl has the highest affinity and is growing fastest: the stronger story for younger fans.
What you get
Existing customers activated, new ones won
Planning the deal itself? See Sponsorship Matching & Pitch. Measuring it afterwards? See Sponsorship Impact.
Start small
Start with a Proof Case
One sponsorship, both audiences, a 360° profile and concrete activation ideas. A fixed scope and a fixed price, presented to the people who decide, and credited against the Annual fee if you continue.
Activation is planned before the season starts. The earlier you know your fans, the more of the deal you use.
Questions
Before you ask
How do you build the “not yet” audience?
We take the fans of the club, league or event and leave out everyone who already engages with the sponsor. What remains are the fans the sponsorship can still win. Both audiences get the same 360° profile.
How fast is a new audience ready?
Usually within 24 hours, in any of our markets.
Where does the data come from?
From AI-based analysis of aggregated digital behaviour signals, not surveys: what people search, follow, watch and listen to, aggregated and anonymous. No panels and no questionnaires.
Is this personal data?
No. We work with aggregated signals only: no names, no e-mail addresses, no individual profiles. You plan with audiences, not with people.
Can we use it for paid media?
Yes. The interests and channels of each audience can be exported as targeting for Meta, TikTok and programmatic campaigns.
Who is it for?
Sponsors and their agencies planning the activation, and rights holders who want to show partners how to get more out of the deal.
How do we start?
With a Proof Case: one sponsorship, both audiences, a 360° profile and activation ideas, at a fixed scope and price.
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