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