[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"site-settings-en":3,"legal-nav-en":38,"category-methodology":66,"company":757},{"id":4,"documentId":5,"navSolution":6,"navProcess":7,"navCasUsage":8,"navBlog":9,"navCta":10,"footerBaseline":11,"footerLieu":12,"footerGererCookies":13,"blogTitre":14,"blogSeoDescription":15,"blogFiltreTous":16,"blogVide":17,"articleCtaTitre":18,"articleCtaDescription":19,"articleCtaBouton":10,"cookiesTitre":20,"cookiesTexte":21,"cookiesToutAccepter":22,"cookiesToutRefuser":23,"cookiesPersonnaliser":24,"cookiesEnSavoirPlus":25,"createdAt":26,"updatedAt":27,"publishedAt":28,"locale":29,"demoTitre":10,"demoIntro":30,"demoSeoDescription":31,"demoBouton":32,"demoSucces":33,"demoErreur":34,"demoMentionRgpd":35,"referencesEyebrow":36,"referencesTitre":37},2,"sqqeaziw9cclvom4d2ifob1u","Solution","How it works","Use cases","Blog","Request a demo","Search intelligence for sports and events. Incubated at Station F, Paris.","Paris · Station F","Manage cookies","Analysis and signals from the sports business.","Analysis and search signals for decision-makers in the sports business.","All","The first articles are coming shortly.","See what your audiences search for.","A demo on your sport: 30 minutes.","Your cookie choice","This site runs without any advertising tracker. Only strictly necessary cookies are used. We would like to add anonymous audience measurement to understand which pages are useful, and it will only be enabled if you accept. You can change your mind at any time.","Accept all","Reject all","Customise","Learn more","2026-07-27T12:03:44.604Z","2026-07-30T07:47:52.424Z","2026-07-30T07:47:52.416Z","en","Thirty minutes, on your sport and your territories: we show you what the searches say about your market. Reply within one business day.","Request a Noyzee demo: 30 minutes on your sport and your territories, to see what your audiences actually search for.","Send my request","Message sent. We will get back to you within one business day.","Sending failed. Try again in a moment, or email us directly.","The information you provide is used solely to handle your request. It is kept for 3 years from the last contact and is never shared with third parties.","References","They trust us",[39,46,52,59],{"id":40,"documentId":41,"title":42,"slug":43,"ordre":44,"cle":45},51,"cbtuacviyviaj0t78tjyrya0","Legal notice","legal-notice",1,"mentions-legales",{"id":47,"documentId":48,"title":49,"slug":50,"ordre":4,"cle":51},52,"qrf2lfl1oohdopzn1tk2g70r","Privacy policy","privacy-policy","confidentialite",{"id":53,"documentId":54,"title":55,"slug":56,"ordre":57,"cle":58},53,"z2anxl5dv6pnm374ecojhb7o","Terms of use","terms-of-use",3,"cgu",{"id":60,"documentId":61,"title":62,"slug":63,"ordre":64,"cle":65},54,"i2lp531omju59q0fajpj3fkq","Cookie policy","cookie-policy",4,"cookies",{"category":67,"articles":313},{"id":68,"documentId":69,"name":70,"slug":71,"titrePage":72,"seoDescription":73,"createdAt":74,"updatedAt":75,"publishedAt":76,"locale":29,"contenu":77,"localizations":187,"faq":298},6,"pnx9grjh2yzsqnlm2svu6t7e","Methodology","methodology","Methodology: measuring demand rather than declaring it","How Noyzee measures fan intent: the difference between stated preference and search behaviour, the indicators, and how to turn them into activation decisions.","2026-07-27T12:03:45.015Z","2026-07-28T10:06:24.421Z","2026-07-28T10:06:24.382Z",[78,84,89,93,97,101,125,129,133,137,141,145,171,175],{"type":79,"children":80},"paragraph",[81],{"text":82,"type":83},"Measuring demand means observing behaviour; declaring it means asking people what they would do. Both produce numbers, but they answer different questions. This page sets out the method Noyzee applies, its indicators and its limits.","text",{"type":85,"level":4,"children":86},"heading",[87],{"text":88,"type":83},"Stated and revealed: a known gap, rarely corrected",{"type":79,"children":90},[91],{"text":92,"type":83},"The gap between what people say and what they do has been documented in social science for decades. In sport it takes a particular form: stated attachment to a club far exceeds observed purchasing behaviour, and stated willingness to pay for a subscription always exceeds actual conversion.",{"type":79,"children":94},[95],{"text":96,"type":83},"This is not a flaw in surveys: it is their nature. A question suggests an answer, a scale shapes its distribution, and a respondent presents a coherent version of themselves. A search has no audience: nobody searches to make a good impression.",{"type":85,"level":4,"children":98},[99],{"text":100,"type":83},"The three indicators that structure the measure",{"type":102,"format":103,"children":104},"list","unordered",[105,113,119],{"type":106,"children":107},"list-item",[108,111],{"bold":109,"text":110,"type":83},true,"Intent volume",{"text":112,"type":83},": the number of qualified searches across a given perimeter (discipline, club, athlete, territory) over a dated window.",{"type":106,"children":114},[115,117],{"bold":109,"text":116,"type":83},"Territorial density",{"text":118,"type":83},": that volume relative to population, which reveals strong interest in a small market where gross volume shows nothing.",{"type":106,"children":120},[121,123],{"bold":109,"text":122,"type":83},"Intent depth",{"text":124,"type":83},": the share of searches close to the decision (access, price, purchase) within the total, which separates curiosity from buying intent.",{"type":79,"children":126},[127],{"text":128,"type":83},"None of the three means anything alone. High volume without depth describes awareness; high depth without volume describes a niche. It is their intersection that supports a decision.",{"type":85,"level":57,"children":130},[131],{"text":132,"type":83},"What the method cannot do",{"type":79,"children":134},[135],{"text":136,"type":83},"It does not forecast revenue. It establishes no causality: a rise in searches alongside a campaign does not prove the campaign caused it. And it says nothing about audiences who do not search: decisions made offline, by habit or by recommendation, escape it.",{"type":85,"level":4,"children":138},[139],{"text":140,"type":83},"Turning a measure into a decision",{"type":79,"children":142},[143],{"text":144,"type":83},"Data is only useful against a dated decision. The method starts from the decision, not the data: which trade-off has to be made, by when, and what difference in measurement would tip it.",{"type":102,"format":103,"children":146},[147,153,159,165],{"type":106,"children":148},[149,151],{"bold":109,"text":150,"type":83},"Choosing a sponsorship asset",{"text":152,"type":83},": compare candidate assets on territorial density against the brand’s target, not on their overall reach.",{"type":106,"children":154},[155,157],{"bold":109,"text":156,"type":83},"Opening a market",{"text":158,"type":83},": look for high intent depth in an underserved territory, the mark of demand that is already mature.",{"type":106,"children":160},[161,163],{"bold":109,"text":162,"type":83},"Calibrating an on-sale",{"text":164,"type":83},": follow the rise in intent volume to place the opening at the right moment rather than on a fixed date.",{"type":106,"children":166},[167,169],{"bold":109,"text":168,"type":83},"Defending a budget",{"text":170,"type":83},": document how intent moved before and after an action, stating plainly that it is a correlation.",{"type":85,"level":4,"children":172},[173],{"text":174,"type":83},"Reproducibility",{"type":79,"children":176},[177,179,185],{"text":178,"type":83},"A measure is only worth something if it can be repeated identically. Every analysis published here states its perimeter, its time window and its source. The definitions used are in the ",{"url":180,"type":181,"children":182},"\u002Fen\u002Fglossary","link",[183],{"text":184,"type":83},"glossary",{"text":186,"type":83},".",[188],{"id":57,"documentId":69,"name":189,"slug":190,"titrePage":191,"seoDescription":192,"createdAt":193,"updatedAt":194,"publishedAt":195,"locale":196,"contenu":197},"Méthodologie","methodologie","Méthodologie : mesurer la demande plutôt que la déclarer","Comment Noyzee mesure l'intention des fans : différence entre déclaratif et recherche, indicateurs, et façon d'en tirer des décisions d'activation.","2026-07-25T17:19:55.413Z","2026-07-28T10:06:24.354Z","2026-07-28T10:06:24.321Z","fr",[198,202,206,210,214,218,238,242,246,250,254,258,284,288],{"type":79,"children":199},[200],{"text":201,"type":83},"Mesurer la demande consiste à observer des comportements ; la déclarer consiste à demander aux gens ce qu'ils feraient. Les deux méthodes produisent des chiffres, mais elles ne répondent pas à la même question. Cette page explique la méthode que Noyzee applique, ses indicateurs et ses limites.",{"type":85,"level":4,"children":203},[204],{"text":205,"type":83},"Déclaratif et comportement : un écart connu, rarement corrigé",{"type":79,"children":207},[208],{"text":209,"type":83},"L'écart entre ce que les gens disent et ce qu'ils font est documenté depuis des décennies en sciences sociales. Dans le sport, il prend une forme particulière : l'attachement déclaré à un club dépasse largement les comportements d'achat observés, et la disposition annoncée à payer un abonnement excède toujours les conversions réelles.",{"type":79,"children":211},[212],{"text":213,"type":83},"Ce n'est pas un défaut des sondages : c'est leur nature. Une question suggère une réponse, une échelle en oriente la distribution, et un répondant se présente sous un jour cohérent. Une recherche, elle, n'a pas d'audience : personne ne cherche pour faire bonne impression.",{"type":85,"level":4,"children":215},[216],{"text":217,"type":83},"Les trois indicateurs qui structurent la mesure",{"type":102,"format":103,"children":219},[220,226,232],{"type":106,"children":221},[222,224],{"bold":109,"text":223,"type":83},"Volume d’intention",{"text":225,"type":83}," : le nombre de recherches qualifiées sur un périmètre donné (discipline, club, athlète, territoire) sur une fenêtre datée.",{"type":106,"children":227},[228,230],{"bold":109,"text":229,"type":83},"Densité territoriale",{"text":231,"type":83}," : la concentration de ce volume rapportée à la population, qui révèle un intérêt fort sur un marché petit là où le volume brut ne montre rien.",{"type":106,"children":233},[234,236],{"bold":109,"text":235,"type":83},"Profondeur d’intention",{"text":237,"type":83}," : la part des recherches proches de la décision (accès, prix, achat) dans le total, qui distingue la curiosité de l'intention d'achat.",{"type":79,"children":239},[240],{"text":241,"type":83},"Aucun de ces trois indicateurs n'a de sens seul. Un volume élevé sans profondeur décrit une notoriété ; une profondeur élevée sans volume décrit une niche. C'est leur croisement qui permet un arbitrage.",{"type":85,"level":57,"children":243},[244],{"text":245,"type":83},"Ce que la méthode ne permet pas",{"type":79,"children":247},[248],{"text":249,"type":83},"Elle ne prédit pas un chiffre d'affaires. Elle n'établit pas de causalité : une hausse de recherches concomitante d'une campagne n'en prouve pas l'effet. Et elle ne dit rien des publics qui ne cherchent pas : les décisions prises hors ligne, par habitude ou par prescription, lui échappent.",{"type":85,"level":4,"children":251},[252],{"text":253,"type":83},"Comment transformer une mesure en décision",{"type":79,"children":255},[256],{"text":257,"type":83},"Une donnée n'est utile que rapportée à une décision datée. La méthode consiste à partir de la décision, pas de la donnée : quel arbitrage doit être rendu, à quelle échéance, et quel écart de mesure le ferait basculer.",{"type":102,"format":103,"children":259},[260,266,272,278],{"type":106,"children":261},[262,264],{"bold":109,"text":263,"type":83},"Choisir un actif de sponsoring",{"text":265,"type":83}," : comparer la densité territoriale des actifs candidats sur la cible de la marque, et non leur audience globale.",{"type":106,"children":267},[268,270],{"bold":109,"text":269,"type":83},"Ouvrir un marché",{"text":271,"type":83}," : chercher une profondeur d'intention élevée sur un territoire non desservi, signe d'une demande déjà mûre.",{"type":106,"children":273},[274,276],{"bold":109,"text":275,"type":83},"Calibrer une mise en vente",{"text":277,"type":83}," : suivre la montée du volume d'intention pour placer l'ouverture au bon moment plutôt qu'à date fixe.",{"type":106,"children":279},[280,282],{"bold":109,"text":281,"type":83},"Défendre un budget",{"text":283,"type":83}," : documenter l'évolution de l'intention avant et après une action, en assumant qu'il s'agit d'une corrélation.",{"type":85,"level":4,"children":285},[286],{"text":287,"type":83},"Reproductibilité",{"type":79,"children":289},[290,292,297],{"text":291,"type":83},"Une mesure n'a de valeur que si elle est refaite à l'identique. Chaque analyse publiée ici précise son périmètre, sa fenêtre temporelle et sa source. Les définitions employées figurent dans le ",{"url":293,"type":181,"children":294},"\u002Fglossary",[295],{"text":296,"type":83},"lexique",{"text":186,"type":83},[299,303,307,310],{"id":300,"question":301,"reponse":302},49,"What is the difference between stated and measured demand?","Stated demand is what a person answers to a question, in a survey or a panel. Measured demand is what they do unprompted: typically a search. The first is shaped by the wording and context of the study, the second is not.",{"id":304,"question":305,"reponse":306},50,"Which indicators does Noyzee use?","Three, read together: intent volume, the number of qualified searches across a perimeter; territorial density, that volume relative to population; and intent depth, the share of searches close to a purchase decision.",{"id":40,"question":308,"reponse":309},"Can the method forecast sales?","No. It measures intent, not conversion, and establishes no causal link. It is meant to arbitrate between options before a decision is made, not to predict a commercial result.",{"id":47,"question":311,"reponse":312},"What about audiences who do not search?","They fall outside the measure, and that is an accepted limit. Decisions made by habit, by recommendation or offline leave no usable signal. The method lights part of demand, not all of it.",[314,550],{"datePublication":315,"id":316,"documentId":317,"title":318,"slug":319,"description":320,"content":321,"createdAt":425,"updatedAt":426,"publishedAt":427,"locale":29,"coverImage":428,"category":476},"2026-07-25T17:19:55.776Z",224,"uqm9ivo2ujs2e47l5aecfa5d","What fans search for versus what they say","search-intent-versus-stated-preference","Surveys measure what audiences will state. Searches reveal what they are about to do: who to target, when to activate, which message.",[322,326,331,335,355,359,363,367,381,385,389,409,413,417,421],{"type":79,"children":323},[324],{"text":325,"type":83},"Sports marketing still leans heavily on stated preference: brand studies, panels, awareness trackers, satisfaction surveys. These tools have one virtue (they let you ask exactly the question you want) and one structural flaw: they measure an answer, not a behaviour.",{"type":327,"children":328},"quote",[329],{"text":330,"type":83},"Audiences do not lie in a search bar.",{"type":85,"level":4,"children":332},[333],{"text":334,"type":83},"Three biases stated preference cannot remove",{"type":102,"format":103,"children":336},[337,343,349],{"type":106,"children":338},[339,341],{"bold":109,"text":340,"type":83},"Social desirability. ",{"text":342,"type":83},"Claiming to follow a prestigious sport, or to remember a well-regarded sponsor, costs less than admitting the opposite. The gap between statement and practice is especially wide in image-heavy sports.",{"type":106,"children":344},[345,347],{"bold":109,"text":346,"type":83},"Memory reconstruction. ",{"text":348,"type":83},"Asking someone what they watched three months ago produces a reconstruction, not a record. Memorable events crowd out the rest.",{"type":106,"children":350},[351,353],{"bold":109,"text":352,"type":83},"Framing effects. ",{"text":354,"type":83},"A list of brands offered in a questionnaire creates recognition where there was no spontaneous memory. The question manufactures part of its own answer.",{"type":79,"children":356},[357],{"text":358,"type":83},"None of these biases is a correctable methodological defect: they follow from the nature of the exercise itself. They can be reduced, never removed.",{"type":85,"level":4,"children":360},[361],{"text":362,"type":83},"What a search adds that a statement cannot",{"type":79,"children":364},[365],{"text":366,"type":83},"A query is not an opinion: it is an action, performed unobserved, in a specific context, with a concrete intent. It has three properties stated preference lacks.",{"type":102,"format":103,"children":368},[369,373,377],{"type":106,"children":370},[371],{"text":372,"type":83},"It is timestamped: you know exactly when the interest appeared, to the hour.",{"type":106,"children":374},[375],{"text":376,"type":83},"It is located: the geographic distribution is native, with no sample weighting.",{"type":106,"children":378},[379],{"text":380,"type":83},"It is phrased by the person themselves: the vocabulary is the audience’s, not the questionnaire’s.",{"type":85,"level":4,"children":382},[383],{"text":384,"type":83},"Three decisions this guides",{"type":79,"children":386},[387],{"text":388,"type":83},"The contribution is not theoretical. It bears on the three operational questions of any activation.",{"type":102,"format":103,"children":390},[391,397,403],{"type":106,"children":392},[393,395],{"bold":109,"text":394,"type":83},"Who to target. ",{"text":396,"type":83},"Searches segment audiences by observed behaviour (what they actually look for) rather than by declared category. Two demographically comparable territories can show radically different intent.",{"type":106,"children":398},[399,401],{"bold":109,"text":400,"type":83},"When to activate. ",{"text":402,"type":83},"Intent volumes date the windows of receptivity precisely. Around an event, most exploitable demand concentrates into a few days, sometimes a few hours.",{"type":106,"children":404},[405,407],{"bold":109,"text":406,"type":83},"Which message. ",{"text":408,"type":83},"The exact phrasing of queries reveals what the audience expects. An organiser who discovers their target searches “how to get there” rather than “programme” does not run the same communication plan.",{"type":85,"level":4,"children":410},[411],{"text":412,"type":83},"A typical trade-off",{"type":79,"children":414},[415],{"text":416,"type":83},"An event organiser typically allocates acquisition budget by market size and sales history. Measuring intent surfaces territories where interest is dense but absent from the original plan, often secondary markets: at constant budget, the trade-off shifts. Stated preference points to the expected markets; intent points to the receptive ones.",{"type":85,"level":57,"children":418},[419],{"text":420,"type":83},"Complementary, not a replacement",{"type":79,"children":422},[423],{"text":424,"type":83},"Stated preference retains its uses: understanding motivations, testing a concept, measuring brand perception. It answers “why”. Intent measurement answers “who, where, when, and in which words”. Confusing the two, or using only one, means steering with half the instruments.","2026-07-27T12:03:46.169Z","2026-08-13T10:39:55.352Z","2026-08-09T21:04:31.375Z",{"id":429,"documentId":430,"name":431,"alternativeText":432,"caption":433,"focalPoint":433,"width":434,"height":435,"formats":436,"hash":471,"ext":438,"mime":441,"size":472,"url":473,"previewUrl":433,"provider":474,"provider_metadata":433,"createdAt":475,"updatedAt":475,"publishedAt":475},13,"bl0jkx3w177sqpicy154k53e","intention-declaratif.webp","Mains sur un ordinateur portable ouvert sur un moteur de recherche",null,1280,800,{"large":437,"small":447,"medium":455,"thumbnail":463},{"ext":438,"url":439,"hash":440,"mime":441,"name":442,"path":433,"size":443,"width":444,"height":445,"sizeInBytes":446},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_intention_declaratif_e861ce7dcc.webp","large_intention_declaratif_e861ce7dcc","image\u002Fwebp","large_intention-declaratif.webp",25.36,1000,625,25362,{"ext":438,"url":448,"hash":449,"mime":441,"name":450,"path":433,"size":451,"width":452,"height":453,"sizeInBytes":454},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_intention_declaratif_e861ce7dcc.webp","small_intention_declaratif_e861ce7dcc","small_intention-declaratif.webp",11.6,500,312,11602,{"ext":438,"url":456,"hash":457,"mime":441,"name":458,"path":433,"size":459,"width":460,"height":461,"sizeInBytes":462},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_intention_declaratif_e861ce7dcc.webp","medium_intention_declaratif_e861ce7dcc","medium_intention-declaratif.webp",18.95,750,469,18954,{"ext":438,"url":464,"hash":465,"mime":441,"name":466,"path":433,"size":467,"width":468,"height":469,"sizeInBytes":470},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_intention_declaratif_e861ce7dcc.webp","thumbnail_intention_declaratif_e861ce7dcc","thumbnail_intention-declaratif.webp",5.22,245,153,5220,"intention_declaratif_e861ce7dcc",32.97,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fintention_declaratif_e861ce7dcc.webp","strapi-provider-upload-azure-storage","2026-07-25T20:16:47.756Z",{"id":68,"documentId":69,"name":70,"slug":71,"titrePage":72,"seoDescription":73,"createdAt":74,"updatedAt":75,"publishedAt":76,"locale":29,"contenu":477},[478,481,484,487,490,493,507,510,513,516,519,522,540,543],{"type":79,"children":479},[480],{"text":82,"type":83},{"type":85,"level":4,"children":482},[483],{"text":88,"type":83},{"type":79,"children":485},[486],{"text":92,"type":83},{"type":79,"children":488},[489],{"text":96,"type":83},{"type":85,"level":4,"children":491},[492],{"text":100,"type":83},{"type":102,"format":103,"children":494},[495,499,503],{"type":106,"children":496},[497,498],{"bold":109,"text":110,"type":83},{"text":112,"type":83},{"type":106,"children":500},[501,502],{"bold":109,"text":116,"type":83},{"text":118,"type":83},{"type":106,"children":504},[505,506],{"bold":109,"text":122,"type":83},{"text":124,"type":83},{"type":79,"children":508},[509],{"text":128,"type":83},{"type":85,"level":57,"children":511},[512],{"text":132,"type":83},{"type":79,"children":514},[515],{"text":136,"type":83},{"type":85,"level":4,"children":517},[518],{"text":140,"type":83},{"type":79,"children":520},[521],{"text":144,"type":83},{"type":102,"format":103,"children":523},[524,528,532,536],{"type":106,"children":525},[526,527],{"bold":109,"text":150,"type":83},{"text":152,"type":83},{"type":106,"children":529},[530,531],{"bold":109,"text":156,"type":83},{"text":158,"type":83},{"type":106,"children":533},[534,535],{"bold":109,"text":162,"type":83},{"text":164,"type":83},{"type":106,"children":537},[538,539],{"bold":109,"text":168,"type":83},{"text":170,"type":83},{"type":85,"level":4,"children":541},[542],{"text":174,"type":83},{"type":79,"children":544},[545,546,549],{"text":178,"type":83},{"url":180,"type":181,"children":547},[548],{"text":184,"type":83},{"text":186,"type":83},{"datePublication":551,"id":552,"documentId":553,"title":554,"slug":555,"description":556,"content":557,"createdAt":646,"updatedAt":647,"publishedAt":648,"locale":29,"coverImage":649,"category":683},"2026-07-25T17:19:55.506Z",217,"k2i3oz2ofren9sijvpw9um95","Sports sponsorship: visibility or real demand","sports-sponsorship-visibility-versus-demand","A sponsorship contract guarantees presence, not association in the minds of fans. How search signals measure what visibility actually produces.",[558,562,566,570,574,594,598,602,606,610,614,634,638,642],{"type":79,"children":559},[560],{"text":561,"type":83},"Coca-Cola was a partner of the Rugby World Cup. Presence on the boards, in fan zones, across official assets: contractual visibility, guaranteed, invoiced, and measurable in seconds of exposure. Yet the question that contract cannot settle is the only one that matters: do spectators spontaneously associate the brand with the event?",{"type":327,"children":563},[564],{"text":565,"type":83},"A sponsorship contract guarantees visibility. It does not guarantee that fans associate you with the event.",{"type":85,"level":4,"children":567},[568],{"text":569,"type":83},"Why the usual indicators do not answer the question",{"type":79,"children":571},[572],{"text":573,"type":83},"The sponsorship market is assessed through three families of indicators, none of which measures demand.",{"type":102,"format":103,"children":575},[576,582,588],{"type":106,"children":577},[578,580],{"bold":109,"text":579,"type":83},"Media exposure. ",{"text":581,"type":83},"Seconds on screen, advertising value equivalent, share of visibility. These measure what the advertiser bought, not what the public retained. By construction, they are independent of effectiveness.",{"type":106,"children":583},[584,586],{"bold":109,"text":585,"type":83},"Stated awareness. ",{"text":587,"type":83},"Post-event studies ask spectators to name the partners. They measure prompted memory, sensitive to question wording, to the order of the brands offered, and to social desirability.",{"type":106,"children":589},[590,592],{"bold":109,"text":591,"type":83},"Social engagement. ",{"text":593,"type":83},"Views, mentions and interactions depend at least as much on amplification budget as on genuine adherence. An activation can generate a great deal of bought engagement and no lasting association.",{"type":85,"level":4,"children":595},[596],{"text":597,"type":83},"What joint searches reveal",{"type":79,"children":599},[600],{"text":601,"type":83},"There is one signal an advertiser cannot buy: the spontaneous search. When a spectator types a brand name alongside a competition, a club or a player, they express an association they built themselves. Nobody prompted them, no question steered them.",{"type":79,"children":603},[604],{"text":605,"type":83},"That signal is measurable over time, which makes it particularly useful. Joint search volume before the event gives a baseline; during, a peak; after, a residue. It is that residue which separates an effective activation from an exposure without effect: an association that falls back to its starting level as soon as the competition ends has installed nothing.",{"type":79,"children":607},[608],{"text":609,"type":83},"It also compares across assets. Two partnerships at the same price do not produce the same association, and the gap is often considerable. A secondary asset strongly identified with a community can generate a stronger association than a massive presence on a general-audience event.",{"type":85,"level":4,"children":611},[612],{"text":613,"type":83},"Three decisions this measurement enables",{"type":102,"format":103,"children":615},[616,622,628],{"type":106,"children":617},[618,620],{"bold":109,"text":619,"type":83},"Renew or not. ",{"text":621,"type":83},"At contract expiry, the question is no longer “were we visible?” (the answer is yes by construction) but “did the association grow?”. A negative answer across two consecutive cycles is a renegotiation argument that can be documented.",{"type":106,"children":623},[624,626],{"bold":109,"text":625,"type":83},"Choose between two properties. ",{"text":627,"type":83},"At equal budget, comparing the demand generated by comparable assets moves the decision from intuition to measurement.",{"type":106,"children":629},[630,632],{"bold":109,"text":631,"type":83},"Correct an activation in flight. ",{"text":633,"type":83},"Because signals are weekly, a dispositif that fails to land can be detected during the event rather than in the end-of-season review.",{"type":85,"level":4,"children":635},[636],{"text":637,"type":83},"An asymmetry that rewards those who measure first",{"type":79,"children":639},[640],{"text":641,"type":83},"The sports sponsorship market is still largely negotiated on stated audiences and price history. As long as real demand stays out of the negotiation, overpriced assets remain overpriced and undervalued ones go unnoticed. The advertiser who holds this reading before signing does not pay the same price as the one who discovers it afterwards.",{"type":79,"children":643},[644],{"text":645,"type":83},"That is what Noyzee provides: a measurement of the real association between a brand and a sports property, built on what audiences search for, not on what they declare, nor on what they were shown.","2026-07-27T12:03:45.314Z","2026-08-13T10:39:52.934Z","2026-08-09T21:04:29.730Z",{"id":650,"documentId":651,"name":652,"alternativeText":653,"caption":433,"focalPoint":433,"width":434,"height":435,"formats":654,"hash":679,"ext":438,"mime":441,"size":680,"url":681,"previewUrl":433,"provider":474,"provider_metadata":433,"createdAt":682,"updatedAt":682,"publishedAt":682},9,"zw7veb4ffjs0csr0ajxwblyg","sponsoring-demande.webp","Match de football en nocturne, panneaux publicitaires des sponsors visibles en bord de 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Le Ficher","","29 rue du Capitaine Ferber","92130","Issy-les-Moulineaux","France","988 729 745","FR57988729745","brice@noyzee.io","https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fnoyzee","Microsoft Ireland Operations Limited (Microsoft Azure)","One Microsoft Place, South County Business Park, Leopardstown, Dublin 18, D18 P521, Irlande","France Central (Paris)","Google Ireland Limited (Google Workspace)","2026-07-25T17:19:58.435Z","2026-08-13T10:23:23.758Z","2026-08-13T10:23:23.751Z","Noyzee","988 729 745 00014","7022Z, Conseil pour les affaires et autres conseils de gestion","Fondateur de Noyzee","Brice Le Ficher est le fondateur de Noyzee, société incubée à Station F, à Paris, qui mesure l'intelligence de la demande des fans pour le sport business. Il publie régulièrement des analyses du secteur (audiences, droits médias, sponsoring) dont le blog de Noyzee reprend et développe les sujets. Il est directeur de la publication du site noyzee.io et l'auteur des analyses qui y paraissent.","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fbrice-le-ficher-3b388415a\u002F"]