How AO’s data-led approach is guiding the future of its sponsorship strategy

For many brands, sponsorship can still be a gut-led, instinctive play. But at AO, the UK’s most trusted electrical retailer, sponsorship has managed to balance gut with data, evaluation, and a rigorous scorecard approach designed to guide investment and activation.

“We obsess over data and insights,” says Oli Pfeiffer, Sponsorship Manager at AO. “That applies to both evaluating potential opportunities and working with our current partners.”

It’s a fitting statement from a business that operates entirely online, where tracking, measurement, and behavioural insight are baked into every customer interaction. In sponsorship, Oli says, AO brings the same mindset. “Data and analytics are central to all our decisions, especially when exploring new sponsorships.”

From local pride to national ambition

AO’s early sponsorship strategy focused on becoming “locally famous,” leaning heavily on its Bolton roots. That meant a Northwest focus, building brand credibility in communities close to home. But the strategy has evolved — and the ambitions have grown.

“Our vision over the next three years is to transition into a new strategy of ‘thinking national but acting local,’” Oli explains. “That allows us to build a national presence, but with the ability to plug in locally where it matters.”

This shift has already produced a diverse portfolio — including the naming rights of the AO Arena in Manchester (a deal running until 2030), a partnership with the Jacksonville Jaguars to promote grassroots NFL through JagTag, and support for Manchester Thunder netball and youth sports programmes across the UK.

The scorecard: AO’s sponsorship filter

Underpinning this broader ambition is AO’s sponsorship value funnel — an internal scorecard developed to assess every opportunity against key data points and KPIs. This scorecard helps Oli and his team stay focused, filter incoming opportunities, and avoid being swayed by hype or trends.

“Due to the work we’ve carried out in this space, we’ve created a value funnel as part of our revised strategy,” Oli says. “Every new opportunity needs to index well against that framework to be seriously considered.”

That clarity helps during the pitch process too. Oli notes that the quality of outreach from rights holders is evolving — and so is AO’s approach to evaluating it.

“We’re strategic in the lead gen phase, so every conversation has a clear purpose and the potential for a positive outcome. Rights holders are becoming a lot smarter and more bespoke in their outreach — and the more standout they can create in their approach, the better. It’s obvious who’s taken the time to understand our brand, and they tend to get further than others as a result.”

This structure doesn’t just help with due diligence — it creates consistency and confidence. “We get approached regularly for sponsorships, and there’s a lot of interest in AO,” says Oli. “Having a defined set of criteria helps us work out quickly where the value is.”

Balancing gut feel with a structured approach

While AO’s scorecard brings discipline, Oli is clear that decision-making still requires human instinct — especially when balancing long-term commitments with shorter-term opportunities.

“Getting the balance right is difficult,” he admits. “Sometimes it comes down to gut feel. But our process allows us to weigh up those instincts against the data, and that’s what gives us confidence.”

Once deals are in place, AO stays hands-on. The data obsession continues through the life of a sponsorship, with constant tweaking, optimisation, and feedback loops. “We’re always refining our activations,” says Oli. “Whether it’s concertgoers at the Arena or sports fans at an NFL game, we ensure our campaigns resonate.”

For more on tracking and measuring sponsorship read, 'which methodology should you use to calculate sponsorship ROI?'

Sponsorship as a fan-first experience

Crucially, Oli doesn’t view sponsorship purely as a brand platform — it’s about enhancing experiences for real people. “We aim to leave every person with a positive, lasting memory of AO,” he says. “Even if they’ve never heard of us before that moment.”

That philosophy also informs how AO evaluates success. Yes, there are internal metrics and KPIs. But just as important is the value delivered to fans and communities.

Lessons for Other marketers

Asked what he’d pass on to others in the industry, Oli doesn’t hesitate: “Be selective. Deep dive on your partners. Get the ‘fit’ right from the start — that’s what makes everything else more authentic and deliverable.”

But above all: “Don’t underestimate the importance of relationships. Relationship management is a vital and often overlooked part of any successful sponsorship deal.”