NOT EVERY SPONSORSHIP PORTFOLIO IS HEALTHY.
Over time, sponsorship portfolios can become a collection of disparate properties that may or may not support current business and brand objectives.
A portfolio may include properties that fit past objectives, were passion projects of past executives or are legacy properties that have continued to be renewed simply because ‘we’ve always sponsored it.
Your brand’s approach to portfolio optimization may need to evolve.
More and more marketers are needing to validate their marketing spends. They are being challenged by their executive teams, their CFOs and their procurement specialists to justify investments both in terms of the value being acquired and the return being delivered to the brand and the business.
When it comes to sponsorships, marketers need to know where their dollars are going, how sponsorships are leveraged, and what return on investment their sponsorships deliver.
Spending needs validation.
LUMENCY CAN PROVIDE A TOOL TO HELP STREAMLINE YOUR SPONSORSHIP PORTFOLIO—WITH CLEAR RECOMMENDATIONS ON WHAT TO RENEW, WHAT TO REMOVE AND WHAT TO RECONSIDER.
Lumency’s Sponsorship Portfolio Healthcheck™ helps validate your sponsorship investments and develops a plan to course-correct where needed.
It enables your brand to create best practices for building new relationships, approaching renewals, realigning existing partnerships, and to optimize your sponsorship portfolio.
A consistent, trusted process for understanding asset value—customized to your brand and your objectives.
TrueValue™️ is Lumency’s industry-recognized sponsorship valuation methodology.
Integrating this business-science-based approach, we can determine the fair market category rights value for each of the properties—and assets—within your sponsorship portfolio.
The valuation exercise for each property considers competitive pressures in your industry, market conditions, and both your business and brand objectives—all of which impact what you should expect to be investing.
OUR SPONSORSHIP PORTFOLIO HEALTHCHECK™ TOOL DELIVERS:
ROADMAP & REPORTING
A comprehensive, actionable report making rightsizing recommendations against properties in your sponsorship portfolio— outlining those to keep, optimize, or remove.
Our tool compares your investments against your full portfolio and benchmarks against our database of thousands of valuations and 24 years of sponsorship experience.
VALUE SNAPSHOT & INSIGHTS
Utilizing TrueValue™ to conduct asset valuations, the process identifies key value drivers for each deal and the most optimal sponsorship asset mixes.
Through leveraging Lumency’s Sponsorship Portfolio Healthcheck™, brands receive independent, objective, data-driven recommendations to make more informed, unbiased decisions around their sponsorship portfolios—both current and future. This understanding enables brands to approach renewal negotiations from a position of strength.
Need to get your sponsorship portfolio working harder and smarter?
We can help you audit properties, validate performance, and build a more efficient portfolio.