Increasing a Sponsorship’s Value

Service Sponsorship & Experiential Marketing
Industry Retail
Company One of the largest national retailers in the United States.
Situation Retailer had a current NASCAR sponsorship that was underperforming compared to expectations. Options included renewing the current sponsorship, changing the race team/driver  sponsored, or exiting the sport.
Goal Increase visibility of sponsorship to consumers and employees to drive preference to the retailer’s brand.
Approach Information was collected and created:

  • the updated metrics of the current sponsorship;
  • a list of goals and desirable attributes of the ideal sponsorship;
  • a market analysis determining other sponsorship opportunities available in the sport.

Site visits were conducted with prospective racing teams and proposals were requested. Each proposal was graded against the goals, attributes, and estimated metrics.

Ultimately, a decision was made for the retailer to stay in the sport but change the race team and driver it sponsored.
Results Return on investment increased 70% year-over-year after the change in sponsorship.