The Space Between aims to bridge the 'sponsorship gap'

The Space Between has launched Cascade, a digital amplification model designed to bridge what the agency calls the 'sponsorship gap'.

Research into the top rights holders total fanbase and digital following shows that sponsorships activated through rights-holders’ digital channels, on average, only have the potential to reach 23% of the total audience following that sport. With organic social reach at an all-time low this number can drop as low as two percent of the total potential audience. Cascade aims to fill the gap between the total number of fans and the amount brands are currently reaching through their sponsorship rights.

Adam Raincock, Lisa Parfitt and Tom Gladstone, Co-Founders of The Space Between, said: “We believe sponsorship is the most powerful brand-building tool available to marketers. But powerful doesn’t always mean effective. After working on hundreds of sponsorships around the world, we identified what we call the 'sponsorship gap' – when strong brand content fails to reach enough of its intended audience. To close that gap, we created Cascade – a platform designed to help brands reach more fans, more effectively.”

Cascade works across five stages:

• Diagnosis: Assessing how much of a brand’s intended audience is being reached through existing sponsorship rights.
• Targeting: Identifying the fans brands are missing and where they are.
• Amplification: Using a mix of social publishers, content creators, and paid media to deliver sponsorship content directly to those fans.
• Optimisation: Learning from every campaign to sharpen creative and deepen audience insight