SUPERBET & The Romanian Football Championship
Maximizing Sponsorship Impact during 'Superliga'
The Partnership & Background
BrandEye.ai partnered with Superbet, a leading name in the sports & gaming industries, to conduct an extensive analysis of their brand visibility during the highly popular Superliga football championship in Romania. This project also included a competitive analysis of their main competitor, offering a comprehensive view of the sponsorship landscape.
About Superbet
Superbet Group is a technology-driven sports betting and gaming entertainment company founded in 2008 and headquartered in Romania. Operating across multiple countries, including Romania, Belgium, and Poland, Superbet has established itself as a leading player in the industry.
The company emphasizes innovation through its proprietary technology and international tech division. Superbet also focuses on responsible gaming and community engagement through initiatives like the Superbet Foundation.
Sponsorship Context
As the main sponsor of Superliga, Romania's top professional football league, Superbet has a significant investment in Romanian football. Their sponsorship extends to several individual teams within the league as well as the competition itself.
With such a substantial commitment, Superbet aimed to precisely quantify their television exposure, understand the effectiveness of various branding assets, and benchmark their visibility against key competitors. The analysis spanned one full month, February 2025, a busy period in the football calendar.
The Challenge
Superbet required a deep and granular understanding of their brand's television presence. The core challenges were:
Massive Data Volume
The project involved analyzing approximately 135 hours of TV content per day across 14 sports and mainstream Romanian TV channels, totaling around 3,780 hours for February 2025. For each channel, specific time intervals were targeted, such as all-day analysis for primary sports channels (e.g., DigiSport 1 from 7 AM to midnight) and specific sports news/shows on generalist channels (e.g., ProTV, Antena 1).
Comprehensive Asset Tracking
Superbet needed to measure the visibility of numerous branding elements and logo variants in TV promos, digital on-screen graphics (DOGs), physical banners in stadiums (fixed, LED, 3D-camper, etc.), logos on team kits, and appearances during interviews, press conferences, match replays, and dedicated sports analysis shows.
Competitive Benchmarking
A key objective was to compare Superbet's exposure directly against its main competitor, across all analyzed content.
Actionable ROI Metrics
Beyond simple screen time, Superbet sought to understand the true return on investment (ROI) of their sponsorship by linking brand appearances to actual TV audience data for each specific appearance.
Banner Effectiveness
A specific goal was to determine which types of physical banners and their placements within stadiums yielded the highest visibility and impact, to inform future placement strategies and negotiations.
Speed and Accuracy
Given the volume and the need for timely insights, a rapid and highly accurate measurement solution was paramount.
The Solution: BrandEye.ai
BrandEye.ai deployed its advanced AI-powered platform to meticulously track and analyze every appearance of the Superbet and their main competitor brands under various logos.
Tailored AI Models
Our sophisticated deep learning algorithms were fine-tuned to accurately detect Superbet and the competitor's logos and branding across the diverse range of content, including LED displays, digital on-screen graphics, logos on t-shirts, various types of banners, and considering factors such as differing lighting conditions, weather, camera angles, and logo sizes.
Granular Data Capture
For every detected brand appearance, the platform recorded:
- Exact timestamp and duration (down to the second)
- Visibility quality (small, medium, large – based on screen percentage)
- Screen position (categorized into 9 distinct cadrans for heatmap analysis)
- A video clip of the appearance for verification and contextual review
Audience Data Integration
Crucially, each brand appearance was correlated with detailed TV audience metrics for the specific program and time slot. This included data across various demographics:
- All Urban (Rating % & Share)
- All National (Rating % & Share)
- All 18-49 Urban (Rating % & Share)
- Men 18-49 Urban (Rating % & Share)
- Men 18-55 National (Rating % & Share)
- Men 18-35 Urban (Rating % & Share)
This integration enabled the calculation of precise ROI for each individual brand appearance.
Human Verification
To ensure the highest level of accuracy and eliminate false positives, BrandEye.ai's team performed human verification on the AI's findings.
Comprehensive Reporting
The platform generated a suite of detailed reports, including executive summaries per brand, per channel, per match, and even per specific banner type, allowing Superbet to dissect the data from multiple strategic angles. This near real-time reporting capability meant insights were available shortly after the analysis period concluded.
The Results
The BrandEye.ai analysis provided Superbet with unprecedented clarity and depth regarding their Superliga sponsorship, revealing significant brand presence and offering clear pathways for optimization.
Dominant Brand Visibility:
314+
Hours of Superbet visibility
from 125,191 appearances
140+
Hours of competitor visibility
from 73,656 appearances
This data clearly positioned Superbet as having substantially more exposure within the analyzed content.
Actionable Insights for Sponsorship Optimization
- Granular ROI Measurement: The integration of audience data meant Superbet could move beyond simple exposure metrics to understand the GRPs and monetary value delivered by each appearance, segment, and the overall campaign. This provides a true measure of sponsorship effectiveness and justifies marketing spend.
- Competitive Edge: The head-to-head comparison with their main competitor highlighted Superbet's strengths and identified potential opportunities for strategic adjustments to further enhance market leadership.
- Negotiation Power: Armed with precise, independently verified data on their actual exposure and ROI, Superbet is now in a much stronger position for negotiating future sponsorship deals and renewals, ensuring they receive fair value.
- Content Strategy: Understanding which types of programming (live matches, highlight shows, news segments) deliver the most valuable exposure to their target demographics allows Superbet to better tailor their sponsorship activations and media partnerships.
- Sponsorship Type Performance: The analysis provides detailed data on banner types and placements that Superbet can use to inform data-driven decisions on future banner investments and stadium negotiations, ultimately maximizing visibility for their spending.
- Ongoing Strategic Support: BrandEye.ai worked closely with the Superbet team post-analysis, helping them interpret the complex data through various custom reports (per match, channel, brand, etc.) to extract the most strategic value.
- Targeted Campaign Analysis: Beyond the Superliga monitoring, a separate deep-dive analysis was conducted for a Superbet-sponsored tennis tournament over 7 days on a specific channel, providing dedicated reports and insights for that distinct activation.
This comprehensive analysis empowers Superbet to refine its sponsorship strategy, optimize marketing spend, and ultimately drive a greater return on their significant investments in Romanian sports.
Key Highlights:
Precision ROI Tracking
Every brand appearance linked to audience data, enabling precise ROI calculations for specific assets and placements.
Unmatched Exposure Measurement
Over 450 hours of combined brand visibility for Superbet and its competitor meticulously analyzed.
Clear Market Leadership
Superbet demonstrated significantly greater screen presence compared to their main competitor.
Data-Driven Optimization
Concrete insights to enhance banner strategy, media buying, and sponsorship negotiations.
Strategic Competitive Intelligence
Understanding competitor visibility to inform and refine Superbet's own marketing efforts.
Key Findings & Insights
1. Dominant Size Distribution
Analysis revealed that an impressive 74% of Superbet's logo visibility occurred at a 'medium' size (0.5% - 5% of the screen), primarily driven by multiple strategically placed banners and on-screen graphics during live match broadcasts.
'Large' appearances (>5% screen size), often from dedicated sponsor segments, accounted for 3.5% of high-impact visibility.
'Small' logos (<0.5% screen size) on jerseys and equipment ensured consistent underlying presence 22.4% of the time.
2. Screen Position Effectiveness Heatmap
In this example of Superbet's appearances from a single TV channel, the screen position analysis (visualized as a heatmap across 9 screen cadrans) indicated that logos appearing in the central and upper-mid cadrans delivered the highest cumulative duration and were often associated with prime audience engagement during match play and replays. This insight helps optimize the placement of digital overlays and prioritize banner locations that naturally draw viewer attention.
3. Visibility Timeline Across February 2025
The month-long tracking demonstrated Superbet's consistent high visibility throughout February 2025, with noticeable peaks during key Superliga match days. This example shows the breakdown of appearances over a few days from a single TV channel. When benchmarked against their main competitor, Superbet maintained a clear lead in overall screen time across the analyzed period, particularly during prime-time broadcasts.
Transforming Sponsorship with Actionable Intelligence
The Superbet Superliga project demonstrates BrandEye.ai's capability to cut through massive volumes of media data and deliver precise, actionable intelligence. Armed with this granular understanding of their brand visibility, competitor performance, and asset-specific ROI, Superbet can:
Maximize ROI
Strategically allocate marketing budgets to assets and placements that deliver the highest return in terms of visibility to target demographics.
Optimize Media Buys and Placements
Make informed decisions about where and how their brand appears, focusing on high-performing channels, programs, and in-stadium assets.
Enhance Negotiation Leverage
Utilize concrete data to negotiate more effectively with media owners and rights holders for future sponsorship and advertising contracts.
Refine Creative Strategies
Understand which types of brand integrations (e.g., dynamic LEDs vs. static banners, on-screen graphics) capture the most attention.
Drive Continuous Improvement
Implement ongoing tracking to monitor performance, adapt to changing market dynamics, and consistently refine sponsorship strategy for maximum impact.
BrandEye.ai empowers clients like Superbet to move beyond assumptions and truly quantify the value of their brand investments, turning visibility data into a powerful tool for strategic growth and enhanced profitability.
Related Case Study
PENNY & Romania's National Football Matches
Discover how PENNY leveraged BrandEye.ai during the World Cup 2026 qualifiers to measure sponsorship visibility across 1200 hours of media coverage, gaining crucial insights into brand presence and ROI.
Read Full Case Study