IMR was recently approached by a major rights holder in Latin America seeking to understand sponsorship rights valuations across numerous properties. The client was keen to clarify the value of the rights that it held and required a competitor analysis report to benchmark its own offerings.

A leading financial services company wanted to rationalise its sponsorship portfolio and needed a competitor analysis report to help inform decision-making. IMR listed the deals and values of its ten biggest competitors across sport and the arts and analysed their strategies. The report pointed to a surprising lack of cohesion in the strategies of several major competitors and helped the client to identify where to focus future investment.

A major consulting firm required a report on total sport and arts sponsorship spend in 18 countries across Asia, Latin America, Africa and Europe. With no published data available for most countries on the list, IMR produced a model based on its knowledge of selected rights fees in each territory combined with economic, sports, cultural and demographic data. The model was tested against a territory in which IMR had undertaken an intensive study and was found to be accurate, giving the client confidence in its acquisition strategy.

As part of our consultancy work for Northampton Town FC, IMR undertook research that included: press and TV rights valuations for sponsorship coverage; socio-demographic analysis of the fan base; geographical information system mapping of fan clusters; brand image attribute perceptions; and focus group studies on fans and school-age children. The results were used to inform overall strategy, present to potential partners and drive specific initiatives.