Valued the Association Rights of the organisation and identified significant opportunities for growth. Utilising HxR, alacria valued the Association Rights of the organisation and its key events for the first time, identifying the strengths of the properties which assisted in developing a sales story to take to market.
Realigned the sponsorship assets to better reflect the brand's objectives, resulting in a more balanced and profitable sponsorship portfolio. By understanding the drivers of value within the organisation’s properties, and reviewing its objectives, a structure was developed to allow its budget targets to be achieved.
Implementation of the recommendations has seen new sponsors secured and the targets of the organisation exceeded in 2024.
The challenge
Whilst the client had a famous brand, highly attractive to sponsors, it had previously failed to understand its true value leading to undervalued sponsorship agreements which did not adequately reflect the expanded reach of their events.
There was a need to better align the sponsorship assets with the sponsor’s brand objectives to ensure an optimised and balanced sponsorship portfolio.
The organisation also needed to reassess and revalue its major event naming rights to secure ongoing partnerships and enhance profitability.
How we helped
Carried out a detailed valuation of the Association Rights using our proprietary HxR model, which factored in the organisation’s brand value and its positioning in the market.
Conducted a detailed market analysis, comparing media exposure and sponsorship assets against established benchmarks, to deliver a more precise market valuation.
Advised on sales strategies that involved defining clear categories and implementing pricing tactics that were designed to maximise returns while staying competitive in the market.
To support sustainable growth, alacria provided ongoing assistance in the renewal and sales processes, ensuring that partnerships were retained at optimised rates.
Our impact
alacria have worked to delivery great outcomes for their clients
Optimising a Leading Sport League’s Sponsorship Model for Maximum Revenue
A strategy that optimised sponsorship models, boosted revenue potential, and enhanced global market engagement for a major sports event
