A world-leading leisure group reinvented its sponsorship strategy
The Challenge
In a context of actively seeking significant new partnerships, a world-leading leisure and theme-park group wanted to deepen its understanding of the EMEA sponsorship market, across both sports and culture, to strengthen the value proposition of its park and unlock the full potential of its partnerships.
This called for a rigorous, evidence-based approach: mapping the market and its best practices, objectively valuing existing partnerships, and identifying where the greatest untapped value lay.
The Solution
To further understand the landscape for the client, we studied the EMEA sports and cultural sponsorship market and its best practices, then delivered a strategic audit and recommendations on the group's value proposition, across the full sponsorship offer and its structuring.
We valued 6 of the group's flagship partnerships using two complementary methodologies, defining market value and calculating partnership ROI through our proprietary predictive and sensitivity model, "the 3R" (Relevance, Reach, Richness), and identified high-potential prospects for the park along with their potential value.
The Impact
The client's renewed approach delivered a +40% uplift in sponsorship value, turning partnership strategy from an intuitive exercise into a structured, evidence-based driver of commercial performance.
The group gained a clear, prioritised view of which partnerships to renew, renegotiate or pursue, backed by market benchmarks and a repeatable valuation method.