How a global leader in financial services measured business impact and uncovered hidden value drivers
There was uncertainty around how much business and brand value the stadium naming partnership was delivering.
The board sought concrete answers, especially as a drop in overall business impact had been recorded. Although tickets and hospitality were known contributors, the broader value drivers remained unclear.
A comprehensive ROI calculation revealed a detailed breakdown of value sources, including media, CRM access, direct and B2B sales.
While total value reached $16.4 million in 2020, the analysis also showed that the CRM system remained underused.
Portfolio mapping helped position the partner on the business and brand impact spectrum, supporting better resource allocation and growth strategies.
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