How global leader in financial services evaluated exposure, audience fit and market alignment to make an informed sponsorship decision
A top-tier rugby team was actively seeking a new jersey sponsor, showing openness to new partnerships and activations.
However, our client identified key challenges: lack of clarity on the global audience, limited traction in core markets, and restricted activation budgets due to existing IOC commitments.
A framework was introduced to score partnerships based on Marketability and Audience relevance.
This enabled the client to assess activation potential across all assets, generate portfolio-wide comparability, and inform decisions through data rather than perception.
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