See how we helped Burton Snowboards and Motorola get max air from their sponsorship deal…
What began as a collaboration between equipment and apparel manufacturer Burton Snowboards and communications giant Motorola to develop wireless-enabled jackets, helmets and hats had grown into a multi-faceted business partnership delivering significant marketing value to both sides.
When the sponsorship elements of the relationship came up for renewal, Burton came to IEG for an analysis that would not only demonstrate to Motorola the value of the relationship, but would also show both parties where additional value could be mined going forward.
IEG assessed the marketing value of various components of the partnership, including Motorola’s presenting sponsorship of the Burton Global Open Series of professional competitions, involvement with Burton’s product demo tours, and providing Burton-contracted snowboarders for a Motorola team.
Of particular interest to Burton was IEG’s valuation of the deal’s intangible elements. This allowed the company to demonstrate to its partner the value of Burton’s endorsement of Motorola to the snowboarding pioneer’s devout customer and fan base. It also quantified the value of locking up not only the wireless- device category, but also extending exclusivity to include telecommunications services, PDAs, MP3 players, cameras, and other products and services.
The result was a stronger partnership that has fueled the growth of new products and generated significant returns for both Burton and Motorola.