See how we helped Cox Communications evaluate and maximize its sponsorship return.
Cox Communications’ Kansas/Arkansas region had entered into sponsorship agreements with several universities. As Cox considered whether to continue each of those relationships, it identified a number of factors that caused it to question the benefit of the sponsorships. Cox hired IEG to provide objective counsel and evaluate the merits of each relationship.
IEG provided Cox with an in-depth analysis of three of its university sponsorships. These reports included how each sponsorship was performing against Cox’s business and marketing objectives, as well as an evaluation of each package’s strengths and weaknesses. The analyses prepared Cox for renewal discussions with each university. In addition, IEG provided competitive benchmarking of sponsorship fees for similar properties to ensure Cox was not overpaying for its deals.
IEG also developed a sponsorship evaluation model that will allow Cox moving forward to measure how each sponsorship within its portfolio is performing against Cox’s objectives.
Per IEG’s recommendation, Cox renewed each university sponsorship. Significantly, Cox was able to negotiate—at no added cost—the addition of rights and benefits necessary to optimize each deal’s value and maximize Cox’s return on its business and marketing objectives. In addition, IEG worked with Cox to develop several activation platforms that serve Cox’s objectives.
In addition to monitoring its current relationships, Cox will be able to use the sponsorship evaluation model developed by IEG to determine the likelihood of driving return through any prospective sponsorship. Cox now has the necessary rigor to select properties that best meet its key objectives, negotiate for rights and benefits that serve its corporate goals and is better equipped to measure and assess its portfolio for optimal performance.