SERVICES
Brand Services
1. Sponsorship Strategy Setting
A tailored sponsorship strategy guide to leverage its unique benefits and achieve your marketing and business goals
2. Property-Fit Analysis
A proactive vetting process to prioritize and select the most promising sponsorships
3. Competitive Landscape Assessment
Research competitors’ sponsorships to inform your counter strategy and tactics
4. Valuation
Assess all rights and benefits to determine the fair market value of an agreement
5. Deal Acquisition Support
Comprehensive guidance to design and negotiate agreements that maximize ROI
6. Impact Studies
Research studies evaluating the success of your sponsorships in achieving your goals
7. Portfolio Optimization
Ongoing evaluation of your sponsorship portfolio to assess its value
More info on Brand Services
1. Sponsorship
Strategy Setting
What It Is
A tailored sponsorship strategy guide to leverage its unique benefits and achieve your marketing and business goals.
When You Need To
• Ensure sponsorship investments are strategic and focused on what truly matters.
• Align sponsorship efforts with your broader marketing and business goals.
• Establish a reliable framework to confidently assess performance.
Benefits
• Demonstrates Value: Showcases sponsorship’s value by setting clear, tangible outcomes for all stakeholders.
• Streamlines Success: Defines clear goals and purpose to make sponsorships more efficient and effective.
• Complements Other Marketing Efforts: Strategically pairs sponsorship with broader marketing efforts to boost returns.
• Evaluates Consistently: Helps evaluate all sponsorships with consistent criteria to align investments towards the same goals.
• Promotes Accountability: Ensures sponsorships are purposefully built with measurable objectives so partners accomplish what matters most.
2. Property-Fit
Analysis
What It Is
A proactive vetting process to prioritize and select the most promising sponsorships.
When You Need To
• Consider all your options to ensure the best sponsorship investment selections are made.
• Consistently and rigorously make data-driven sponsorship investment decisions.
Benefits
• Proactive, Not Reactive: Prudent decisions require proper planning and due diligence before requesting proposals, not reacting to what’s presented.
• Comprehensive Approach: Exploring all relevant sponsorship opportunities ensures the best investment decisions are made.
• Mitigates Bias: Letting objective data drive the process uncovers opportunities that may have been overlooked.
• Confidently Pass on Opportunity Costs: The rigorous process helps you pass on opportunities, saving time on less viable options
3. Competitive
Landscape Assessment
What It Is
Research competitors’ sponsorships to inform your counter strategy and tactics.
When You Need To
• Understand where your competitors are committing their sponsorship dollars.
• Gain a sense of how much you need to spend to compete in your markets.
• Design your sponsorship packages and plan activation to best counter your competitors.
Benefits
• Streamlines Competitive Research: IEG’s Sponsorship Intelligence Database tracks crucial competitor investment data, providing the intel and resources needed to compete for customers.
• Provides Full Category Perspective: Provides competitor research to help you spot trends, differentiate, and identify opportunities with a full landscape view.
• Delivers Detail for Strategic Planning: Aggregates the intel needed for sponsors to plan impactful engagement and deeper fan connections in any
4. Valuation
What It Is
Assess all rights and benefits to determine the fair market value of an agreement.
When You Need To
• Be confident you’re getting a fair price for a sponsorship package.
• Ensure a sponsorship’s offerings align with marketing and business goals.
• Inform negotiation strategy and tactics.
Benefits
• Accounts for All Areas of Value: IEG’s “Valuation Next” methodology factors in all sponsorship benefits and key variables affecting fair market value.
• Sets Sponsorship Up for Success: Analyze value distribution to inform optimization and uncover negotiation insights.
• Context Fully Informs Decisions: Offers industry research alongside sponsorship appraisals to provide expert insights for better decision-making.
5. Deal Acquisition Support
What It Is
Comprehensive guidance to design and negotiate agreements that maximize ROI.
When You Need To
• Align key stakeholders on a sponsorship’s purpose and benefits.
• Provide intel to rights holders to allow them to offer the most relevant terms possible.
• Fully account for the value of offered terms to most effectively negotiate on behalf of your interests.
Benefits
• Examines Performance to Inform the Future: Reviews past performance and feedback to identify key deal terms you should secure to achieve your goals.
• Ensures Proposals Are Created with Purpose: Provides key insights to help rights holders develop sponsorships tailored to your needs.
• Pre-Emptively Set Priorities to Achieve Favorable Terms: Anticipates, prioritizes, and recommends counters to maximize sponsor value during negotiations.
6. Impact Studies
What It Is
Research studies evaluating the success of your sponsorships in achieving your goals.
When You Need To
• Capture clear, defensible results measuring the effectiveness of a sponsorship.
• Identify a sponsorship’s strengths and weaknesses to optimize tactics and maximize ROI.
Benefits
• Confidently Tell Sponsorships’ Performance Stories: Isolate and attribute sponsorships’ influence on brands and businesses.
• Diagnoses Means to Make Sponsorships the Best Versions of Themselves: Evaluates sponsorship performance against key criteria, identifying areas for improvement to maximize return.
• Provide Universally Understood and Trusted Results: IEG adapts its approach to measure sponsorship performance like other marketing activities, enabling cross-organization comparison.
7. Portfolio Optimization
What It Is
Ongoing evaluation of your sponsorship portfolio to assess its value.
When You Need To
• Evaluate key success factors in alignment with your sponsorship goals.
• Consistently and objectively assess the value of your investments.
• Make confident trade-off decisions for what sponsorships should be kept, replaced, or added to your portfolio.
Benefits
• Compare Performance: Approach uses a standardized grading system for objective, confident decision-making.
• Meaningful Measurement: IEG selects KPIs that allow both a broad performance overview and a focus on key optimization areas.
• Actionable Insights: Analysis goes beyond results, providing context and insights to explain outcomes and guide future optimization.
Property Services
1. Commercial Strategy
Strategic consulting to grow your sponsorship program’s value
2. Valuation
Appraise sponsorship assets, likeness, and exclusivity using IEG’s “Valuation Next” method
3. Performance Measurement
A primary market research study assessing your ability to deliver successful sponsorships
4. Marketplace Intelligence
A comprehensive repository of sponsorship spending to inform strategic decisions and market insights
More info on Property Services
1. Commercial Strategy
What It Is
Strategic consulting to grow your sponsorship program’s value.
When You Need To
• Define core offerings and benefits to guide market success.
• Design partnerships to maximize mutual value.
• Identify and build the business case for high-value partnership prospects.
Benefits
• Establishing Value Rallying Points: Align internally on how your property uniquely delivers partner value over competitors.
• Organization and Discipline: Focus on building partnerships that deliver long-term value, not just quick wins.
• Pricing Confidence: IEG uses its “Valuation Next” method to appraise assets, giving properties confidence in setting sponsorship fees.
• Forecasting Revenue: Sponsorship revenue is forecasted by valuing new
packages and modeling different sales scenarios.
2. Valuation
What It Is
Appraise sponsorship assets, likeness, and exclusivity using IEG’s “Valuation Next” method.
When You Need To
• Establish rate card values for all sponsorship assets and rights.
• Automatically set accurate pricing for custom sponsorship deals.
• Confidently adjust pricing based on how much value a sponsor stands to gain.
Benefits
• Comprehensive Appraisal: Considers all factors influencing sponsorship pricing in each valuation.
• Dynamically Adapts: Sponsorship fees depend on package benefits and sponsor value. IEG’s dynamic rate card tool ensures custom pricing for custom offers.
• Pricing with Confidence: IEG’s Valuation Next ensures your pricing is fair, avoiding underpricing or losing deals.
3. Performance Measurement
What It Is
A primary market research study assessing your ability to deliver successful sponsorships.
When You Need To
• Demonstrate your sponsorships’ effectiveness to retain partners and entice prospects.
• Illustrate your sponsorships’ impact in a universal language all stakeholders understand.
• Determine how and where to improve the value you can deliver your sponsors.
Benefits
• Makes the Business Case: Results framed to show how sponsorships drive
positive ROI for partners.
• Provides Isolated and Attributable Impact: Uses test and control groups to scientifically demonstrate your sponsorships’ impact.
• Aids Upselling: Studies designed to show the incremental value of higher sponsorship investments.
4. Marketplace Intelligence
What It Is
A comprehensive repository of sponsorship spending to inform strategic decisions and market insights.
When You Need To
• Identify sponsor prospects that are most likely to be interested in your offering.
• Benchmark against competitors’ revenue to ensure your pricing aligns with demand.
• Uncover trends to align offerings with prospects’ needs and preferences.
Benefits
• Understand Marketplace Conditions: Identify opportunities and threats to proactively maximize revenue.
• Modernize Offerings to Meet Current Demand: Stay attuned to industry trends to ensure your offerings attract attention and deliver value.
• Better Understand Your Worth: Gaining perspective on past achievements helps adjust expectations for what’s possible.
WHY IEG?
We will make a difference in your business. Our sponsorship strategy begins with a consultation to tailor a solution to your goals.