See how we helped the Grand Ole Opry transition from a radio ad buy to an eight-figure sponsorship powerhouse integrating live events, broadcast rights, licensing and promotions
The Grand Ole Opry’s concerts are the oldest continuous radio program in the U.S., and for 80 years, the property had been focused on radio ad sales as its primary marketing revenue.
IEG worked with the Opry to identify its most marketable assets and developed a packaging strategy that offered a variety of solutions to corporations through various types of relationships, including promotional and sponsorship opportunities. In addition, IEG identified the categories and companies that would most likely be interested in a partnership with the Opry, providing the property with a focused sales strategy.
Within six months of its IEG audit, the Opry converted Cracker Barrel from a one-year, mid-five-figure advertiser into a five-year, mid-six figure-per-year presenting sponsor of the Grand Ole Opry series—the first presenting sponsor in the Opry’s history. It also upsold other advertisers to mid-six-figure partner packages and attracted first-time deals.
Upon fully implementing the IEG strategy, Grand Ole Opry had six year-round partners and $10.5 million in sponsorship income.