Luscid expands to North America, partners with Canadian agency to transform sponsorship decisions
UK-based sponsorship insights platform, Luscid, has entered into a partnership with Canadian sponsorship and experiential marketing firm XMC to help brands in the region make more informed and impactful partnership decisions. This collaboration builds on Luscid's earlier expansion into the APAC region.
The global sponsorship market, valued at over $100 billion in 2023, is projected to nearly double by 2030. North America, home to major sports leagues like the NBA and MLB, represents one of the largest markets for sports sponsorship. However, many brands face challenges due to a lack of data and insights needed to make strategic sponsorship choices. Luscid and XMC aim to address this issue by equipping brands with the insights and tools necessary to navigate the complex sponsorship landscape.
Through the integration of Luscid's comprehensive dataset, XMC will enhance its market research capabilities, enabling brands to better evaluate how sponsorship deals align with consumer behaviour, brand values, and business goals, all while remaining within budget constraints.
Luscid is the largest global dataset for the sponsorship industry and utilises 500,000 historic and live partnerships from the last 15 years, analysed across 80 countries. It allows brands to identify their target audiences, reach desired touchpoints and identify the most effective partnerships within the global sports and entertainment landscape.
Steven Lewis, Founder & President of XMC said: “The sponsorship landscape is evolving rapidly, and brands can no longer afford to rely on intuition alone. In today’s competitive market, data is crucial for making informed decisions. With Luscid’s dataset, and our proprietary methodology, we will provide brands with the actionable insights they need to make smarter and more strategic sponsorship decisions. By removing bias from the equation, we can enable brands to achieve better outcomes with less guesswork.”
Harry Coe, CEO and Co-Founder of Luscid said: “Luscid was designed to serve a global client base. Expansion in a new region is always an exciting milestone for us. When it is a nation in North America with such a rich history in sports and entertainment as well as such a prominent place in today’s sponsorship landscape, it makes it all the more noteworthy. XMC are leaders in this region, I know the Luscid platform will only strengthen this position.”
