Infrastructure Projects Advisory
Increasingly, sponsorship via brands is becoming an important source of additional revenue for owners of leisure and infrastructure properties.
With millions of visitors, positive experiences, long dwell times and opportunities to showcase products in a real-life environment, more and more brands are investing in partnerships which enable them to engage more effectively with audiences than traditional sports sponsorships can deliver.
As an industry leader in this area PHAR has, over the past decade, analyzed and delivered the sponsorship opportunity across a wide range of properties including: visitor destinations; shopping centres; entertainment arenas; arts and cultural centres; roads and tolls; museums; leisure centres and sports clubs; community sports centres; libraries; universities.
In 2019, PHAR, in conjunction with Ayala Corporation Infrastructure, brought to market the first ever Naming Rights programme for an expressway in Asia. The multi-year partnership will be announced in Q4 2019 and will feature branding, experiential and CSR activities.
One of London’s world-class cultural institutions, the Science Museum appointed PHAR to advise on the structure of its commercial partnerships programme, and to provide research and evaluation analysis to support the sales proposition.
SportSG appointed PHAR to advise on the commercial potential of the Kallang Alive project - a new world class multi-sports development transforming the sports offering in Singapore
PHAR has provided the developers of the £1 billion regeneration of London’s iconic Olympia centre with a comprehensive, evidence-based report into the potential value of the range of sponsorships that could be created across the development
PUTRA INDOOR ARENA
In 2016, PHAR were appointed by the Kompleks Sukan Negara to consult and advise on the commercial sponsorship opportunities for Bukit Jalil Stadium and the Putra Indoor Stadium. In 2017, Axiata secured a 10 year naming Rights sponsorship with the indoor arena, worth over 50 million RM.
PHAR’s team brokered a record-breaking deal for EDF to become the naming rights sponsor for London’s iconic London Eye visitor attraction.
PHAR brokered a 5-year naming rights deal for the Manchester Arena, the world’s second-biggest arena in terms of ticket sales.
PHAR undertook a wide-ranging, comprehensive review of the opportunity for creating sponsorships and strategic brand partnerships at this new 500,000 square metre retail centre and leisure destination in Yorkshire.
PHAR brokered the initial naming rights partnership for the KIA Oval. The partnership has recently been extended until 2024.
transport for wales
PHAR has been advising the new transport authority for Wales on the scale and nature of the opportunity for sponsorship to contribute towards the funding of the new South Wales Metro that is being built to connect the cities and communities across the south of the country.