See how we helped Subway take a fresh look at a sports venue naming opportunity...
When Subway was considering a deal to become the naming rights sponsor of a major football stadium, it turned to IEG to determine whether this would be a worthwhile national platform for the company and its franchisees.
We reviewed the deal sheet and thoroughly assessed the value of all possible rights and benefits from the property…not just ones being offered but others Subway could have obtained.
One of the challenges of this valuation was not only statistically modeling the probability of the number of Super Bowl games that would be held in the stadium, the success of the home team throughout the 25-year deal term, and the televised concerts and events to be held in the stadium, among other variables, but also it required assessing a wealth of tangible and intangible benefits that came with the deal and separating out the regional and national impact.. We used these figures to determine if the opportunity would provide a national platform sufficient to justify the deal.
The IEG Valuation methodology quickly identified that the opportunity could not provide the platform necessary to deliver against the national objectives necessary for Subway to justify the deal.