Shopping Centre

Haben

Understanding The Impact of Community Sponsorship

Haben-sponsorship

"Pathzz gave us the data we needed to confidently measure the impact of our sponsorship. By understanding how ticket holders interacted with our centre on game days and throughout the season, we could clearly justify our investment and make more informed marketing decisions moving forward."

Michelle Thomas, National Marketing Manager, Haben

Challenge

Haben’s marketing team wanted to evaluate the effectiveness of their sponsorship investment within their primary trade area ahead of a renewal. They sought data-driven insights to understand whether the sponsorship and promotional tactics were driving visitation to their retail asset.

Solution

Using Pathzz CI, the team analysed:

  • Cross-visitation trends of ticket holders throughout the season.
  • Game-day cross-visitation to measure direct impact.

This provided a clear, quantifiable view of how fans engaged with the shopping centre before and after games.

Result

The Pathzz CI insights provided a measurable ROI demonstrating the sponsorship’s effectiveness, in driving foot traffic, empowering the team to optimise future sponsorship negotiations and marketing tactics.

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Email

getstarted@pathzz.com