We have been working on partnership modelling for 20 years across multiple sports and with brands such as Lexus, Sharp, Sportingbet and Japan rugby.

Golf

Lexus Global Golf Strategy

Developed a pan-European strategy to build Lexus brand from out of Toyota and create customer/prospect strategy and improve brand awareness globally. Created Lexus European Cup, partnerships with professional golfers and The Open and Women’s British Open. Results included (i) 1996-2001 – 42,718 prospects at 648 events across 15 markets, 5,043 test drives; av.185 incremental sales per year and (ii) 2005-1010 – 3 fold increase in media value over 5yrs (€1.03mil to €3.6mil). Positive Brand transfer from The Open to Lexus Brand. High Quality, Excellence, Global, Prestigious, Exclusive. 98% of which are favourable about Lexus.

Football

Sharp

Supported Dentsu with the development of a full activation plan for Sharp’s sponsorship of the UEFA European Championships. This included creation of a branding positioning and communications model, merchandise strategy and fan engagement strategy. This lead to Sharp’s Euros’ sponsorship successfully achieving significant levels of brand exposure and fan engagement.

Rugby

Japan Rugby – 10 Year Plan

Worked with Dentsu /  JRFU bid to bring the Rugby World Cup (RWC) to Asia for the first time and then created a 10 year plan on how to grow the game in Asia.  This involved Business Modelling on Commercial Rights – Broadcast; Sponsorship; Hospitality/Ticketing; Licensing/merchandise and a global brand audit of the sport to highlight opportunities to grow the game globally.

 If you would like to discuss how you can use partnership modelling to connect with your key audience contact us here.