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Pure Gym appoints PHAR to develop and deliver a national commercial partnerships programme

Pure Gym appoints PHAR to develop and deliver a national commercial partnerships programme

PHAR has been appointed by Pure Gym – the UK’s largest and fastest-growing gym group – to develop and deliver the opportunity for national commercial partners across the group. Pure Gym, opened in 2009, is now the UK’s largest gym group expecting to surpass 500,000 members and 100 clubs in the next 12 months. In 2014 it enjoyed over 20 million visits to its sites and now, with continued growth planned over the next two years, Pure Gym is looking to work with brands with the aim of delivering long-term ancillary revenue streams and enhancement of their customers’ experiences at the gyms.

Commercial Director at Pure Gym, Jamie Hutchinson, commented: “We are delighted to be working with PHAR and to be developing an exciting commercial partnership programme.” He added “We choose to work with PHAR because of the company’s high-profile track record of securing partnerships for the world’s leading brands. PHAR’s expertise is second to none and we look forward to securing a number of exciting partnerships”

Ian Tussie, Head of Partnerships at PHAR, added: “Pure Gym is one of the few rights holders that can offer a national reach to partners and a huge audience of people to communicate with on a regular basis. There are so many opportunities for partners to create genuine added value for Pure Gym’s members and to engage with them, not just whilst they’re working-out, but in their everyday lives and we’re extremely excited to work with Pure Gym and to start talking to the market about the opportunities.”

PHAR Insight takes sponsorship evaluation and strategy planning to a new level

PHAR Insight takes sponsorship evaluation and strategy planning to a new level


A new set of sponsorship planning and evaluation tools developed by PHAR’s Insight team has been making a real difference for a growing number of brands and rights holders. Recognised as one of the industry’s leading experts in sponsorship analysis and strategy, our Insight team has spent 9 months developing tools which are designed to provide better, more credible and more actionable evidence – to identify how sponsorship value can be maximised and to guide decision-making.

Ignoring ‘industry-standard’ practices and focusing on the ultimate reasons why brands invest in sponsorship in the first place, these tools have now been successfully rolled out across clients including the Women’s Tennis Association, Chelsea FC, the Liverpool Arena, the Malaysian National Stadium and several blue-chip brands.

“PHAR’s new analysis tools have given us a much clearer understanding of what our venues’ naming rights are truly worth,” says Rob March, Head of Commercial and Sponsorship at ACC Liverpool. “Rather than simply calculating a media-equivalent value based on estimated impressions, their analysis looked at each sponsorship benefit on a meaningful line-by-line basis – and, crucially, incorporated into the analysis the strategic benefits we offer. Without an evaluation of the opportunity’s intangibles any analysis is only assessing one half of the value – Phar has developed some really clever techniques to assess strategic strength and then work that into the calculation of value.”

PHAR’s tools include:

SELECTOR Analysis to help brands identify which sponsorships best fit their strategic objectives and which deliver the strongest ROI

EVALUATOR Research and evaluation to enable brands to assess the performances of their current sponsorships, including the impact they are generating for the brand and the business

OPTIMISER A suite of techniques to enable rights holders to identify the value of their assets, to identify target brands, and to identify how to optimise the allocation of inventory between partnership packages

PHAR Partnerships expands Insight division

PHAR Partnerships is pleased to announce the expansion of its Insight division with two new appointments. Marcus Treacy has joined as an Account Director, following spells as an Operations Consulting Analyst at Deloitte and more recently at G4S where he was brought in shortly before the 2012 Olympics to re-design the company’s data analysis and reporting systems.  As well as taking responsibility for specific client projects, Marcus will be closely involved in the development of a new set of sponsorship evaluation and analysis tools which PHAR Insight will shortly be launching.

Henry Marks joins as Insight Executive, moving from Generate where he worked across a number of clients including Premiership Rugby, Speedo, AXA PPP, Jewson and Sport England.  Henry will work across a range of PHAR Insight’s clients – currently covering a mix of brands, arenas, football clubs, public transport authorities and sports governing bodies.

Alastair Macdonald, Head of PHAR Insight, commented: “We have over recent months experienced a significant increase in demand for analysis of sponsorship value and advice on sponsorship strategy.  We have been very keen to respond to this not simply with more people, but to bring into the team specific expertise and genuine market knowledge.  We are absolutely delighted to have recruited Marcus and Henry, whose skills and experience will help enable us to offer genuine best-in-class products and services to our clients.”

PHAR Insight offers high-quality research and analysis into the value and effect of sponsorships, expert advice on how sponsorship programmes may be structured to achieve their potential, and strategic consultancy for both brands and rights holders.

PHAR Appointed By Malaysia Stadium Corporation

PHAR Appointed By Malaysia Stadium Corporation


PHAR Partnerships have been appointed by the Malaysia Stadium Corporation (Malaysia Stadium Corporation) to research and evaluate commercial opportunities at the National Stadium and Putra Indoor Stadium including the potential naming rights. The Malaysia Stadium Corporation manages the largest collection of sports and entertainment arenas in South East Asia including the National Stadium, Putra Indoor Stadium, National Hockey Stadium, National Aquatics Centre and the National Squash Centre.

The research work by PHAR Partnerships is part of the Malaysia Stadium Corporation’s vision to become the leading sports city for the region. The Malaysia Stadium Corporation are looking to develop ancillary revenues through commercial partnerships which will improve the experience of the consumer, attract major international events and introduce an increasing variety of events and experiences for sports and entertainment fans in the region.

Dr Helmie, CEO of Malaysia Stadium Corporation, said “PHAR Partnerships are world leaders in stadia research and evaluation. Working with PHAR Partnerships will provide us with a unique insight and understanding into the value of our stadia to commercial partners and how best to package commercial opportunities.”

Alastair Macdonald, Head of Research and Insight, said “We are thrilled to be working for Malaysia Stadium Corporation. Our research will provide comprehensive and transparent analysis on the true value of Malaysia Stadium Corporation’s commercial opportunities, which will be invaluable for both the rights holder in helping inform its decision-making and support its negotiations with brands in justifying the value of the commercial partnership.”

Image; Khairul Azhar BinSardar Mohd (Chief Operations Officer) for Malaysia Stadium Corporation shaking hands with Marcus Wight (CEO of PHAR Partnerships. Photo taken by Getty Images on 3rd July 2013.

PHAR hires Alastair MacDonald to set up new research & strategy division


PHAR hires Alastair MacDonald to set up new research & strategy division


PHAR Partnerships signalled an important move into new areas of business with today’s announcement that it has recruited Alastair Macdonald to build a new division offering research, evaluation and strategy consultancy services. The new division will offer high-quality research and analysis into sponsorship value and effect, and expert advice on how sponsorship programmes may be structured to achieve their potential. These services will be of value to both brands and rights holders, covering all forms of sponsorship from traditional sports properties to fast-growing areas such as infrastructure, leisure and tourism.

Alastair Macdonald joins from Havas Sports & Entertainment, the international sponsorship network, where he was Head of Havas Sponsorship Insights. With 14 years’ experience in sponsorship analysis and consultancy, Alastair is recognised as one of the industry’s leading experts in this area, having worked for clients including The Premier League, The Football Association, The Ryder Cup, Volvo Ocean Race, Mercedes Grand Prix, Chelsea FC, Manchester City FC, Lawn Tennis Association, O2, Lucozade, Nokia and Zurich, to name just a few.

“The opportunity to create a new business division within PHAR Partnerships was too tempting to turn down,” commented Macdonald. “In two years, PHAR Partnerships has already grown into a significant international player with a great track record of putting together successful and truly innovative partnerships. Taking responsibility for the next phase of the company’s development by taking it into new analytical and strategic services is a hugely exciting challenge.”

Marcus Wight, CEO of PHAR Partnerships, added “We know how increasingly important it is to both brands and rights holders to have credible evidence for what sponsorship delivers for the business, and true expertise to help guide them through the sponsorship maze. Alastair is one of the industry’s true experts, respected across the industry for the quality of his analysis, thinking and advice, and it’s a real coup for PHAR Partnerships to have secured him. With this appointment PHAR Partnerships takes a substantial leap forward towards becoming a true all-round sponsorship consultancy.”