See how we helped the California Interscholastic Federation introduce a new sponsorship program that met the needs of the organization and its regional entities, as well as sponsors
The governing body for high school interscholastic athletics at more than 1,400 member schools in California, CIF had a fragmented approach to sponsorship prior to working with IEG. The state-wide entity and its various regional sections were selling sponsorship to their individual events and programs, resulting in duplicated sales efforts and underutilized assets. Leadership recognized that the sum was worth more than the parts and asked IEG to develop a plan that would put the CIF and the sections in sync to maximize revenue on the state and regional levels.
IEG provided CIF with various packaging strategies, identifying the advantages and disadvantages of each strategy as it related to CIF’s revenue goals, to benefiting all sections and to ensuring organization-wide synergy. This allowed CIF to choose its strategy based on internal priorities.
As a result of working with IEG, CIF doubled its sponsorship revenue—forging relationships with blue-chip brands such as Macy’s, Gatorade, Spalding, the Marines and FSN—and securing a record-breaking five-year deal with Farmers Insurance Group as the presenting sponsor for all CIF section, region and state championship events.