See how we helped Grupo Modelo, the brewer of Corona, tap into the true value of its sponsorship portfolio...
Grupo Modelo — the most active sponsor in Mexico and brewer of Corona beer — found itself facing a situation common to many major sponsors: It had amassed a large sponsorship portfolio that was going relatively unmeasured. Furthermore, it was unable to predict which sponsorship opportunities could generate the greatest ROI.
To remedy the situation, IEG developed a master plan for the Corona brand that outlined the steps necessary to build a best-in-class sponsorship program. This included selection models that ranked and weighted all sponsorship opportunities — from smaller properties like Queretaro Fair to Corona’s major investment in Champ Car — against the company’s key objectives. We then trained national, regional and local marketing directors on how to use the selection models to evaluate and rebalance their portfolios, how to negotiate key deal points, how to leverage deals through activation, and how to effectively measure their results.
Within two months of IEG's work, Corona had taken control of its sponsorship portfolio, including renegotiating deals to obtain better rights and benefits to optimize the value of its sponsorship portfolio.