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PHAR Insight

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.