See how we helped Ford Canada rev up its negotiations with sports properties...
Ford Canada is a major sponsor of sports properties across Canada. The automaker asked its agency, Barry Rayner Associates, to assess whether Ford was getting its money’s worth from these sponsorships.
While Barry Rayner Associates was able to assess the broadcast advertising components of the deals, it retained IEG to value the non-measured media components and to get a clearer picture of the full value of Ford Canada’s sponsorships.
In addition to valuing the tangible and intangible on-site inventory, promotional rights and other benefits, IEG analyzed the cost-benefit ratio of Ford Canada’s deals compared to what other sponsors were paying for the same or similar packages. This ensured that Ford was not being overcharged simply because it was a major, active sponsor in a large category.
We also analyzed ticket and hospitality packages and in many cases discovered that the deals weren’t worth the face value that properties had assigned them. In those cases Barry Rayner Associates was able to advise Ford Canada to take a harder line in renegotiating those aspects of its sponsorships.
With IEG’s help, Barry Rayner Associates was able to provide Ford with new insights into the value of its investments.