SportsPro editor at large Eoin Connolly is joined by Tom Huggins, co-founder and chief operating officer at Greenroom Digital, and Sven Gloor, senior manager of global brand partnerships for HSBC, to talk about how digital content and data have changed best practice in sponsorship. They discuss how HSBC assesses the value and impact of its sponsorship portfolio, from golf to Wimbledon tennis to British Cycling and beyond, and how performance measurements are used to deliver on a range of internal and external outcomes. They also talk about how Greenroom helps brands and rights holders to identify the right data metrics that make partnerships more effective, how rights holders can rethink their assets to better appeal to sponsors, and how sport and digital marketing are helping HSBC through intense competition for younger consumers. Music: Surf Inspector by Kevin MacLeod Link: https://incompetech.filmmusic.io/song/4447-surf-inspector License: http://creativecommons.org/licenses/by/4.0/