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Sponsorship

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THE CHALLENGE

Sport’s large, diverse and highly-engaged fanbase makes sports sponsorship the most effective marketing channel for brands to impact audiences. However, with the majority of sports consumption now digital, sports sponsorship’s future hinges on the ability of rights-owners to create digital assets that can be sold to brands, alongside the physical assets that have stood the test of time, and then use data to understand how brand exposure directly impacts audiences and purchase behaviour.

We use a data-driven approach to help sports rights-holders package, value, sell, activate and evaluate sponsorship propositions that fuse digital assets that guarantee measurable audiences with physical assets that deliver at-scale brand exposure and greater commercial investment in sponsorship.

WHAT WE DO

We help our clients develop a suite of digital and physical assets and price them using sophisticated and proprietary valuation methods. Critically, our focus is always on outputs rather than inputs – creating assets that reach targeted audiences for brand partners, rather than committing a certain number of player appearances or social media posts.

Through our Rights Management function, we then help our clients take their sponsorship propositions to market with a specialised team, established in November 2020 following the acquisition of industry-leading sports rights-sales business TRM Partners. As experts in marketing the unique emotion of sport, and supporting this with audience analytics, creative services and project management expertise, our approach enables us to optimise revenues for our clients while allowing them to avoid the long-term fixed-costs associated with maintaining large in-house sales teams.

Once deals are in place, we help our clients activate sponsorship through digital channels with highly-engaging and creative content that satisfies brand objectives. That means we work across the sponsorship lifecycle for our clients – and at all stages measure impact against KPIs with real-time evaluation product.

Client Case Studies

Maximising the effectiveness of digital assets for ICC sponsors

Maximising the effectiveness of digital assets for ICC sponsors

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Turbo-charging the ECB’s digital marketing through automation technology

Turbo-charging the ECB’s digital marketing through automation technology

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