Our Capabilities & Services

Smarter, More Strategic Sponsorship Decisions

Our full suite of sponsorship consulting capabilities assists brands in making more informed, intentional decisions and derive additional value from their sponsorship marketing investments.

Our comprehensive service offering extends from building a holistic sponsorship strategy to performing one-off property evaluations, all of which can be deployed independently or in unison. Depending on your brand strategy and objectives, sponsorships can represent drastically different value or opportunity, and so our approach is appropriately bespoke.

To best serve our clients in an ever-evolving world, we have also developed a set of sponsorship-specific software tools.

Sponsorship Capabilities

SPONSORSHIP STRATEGY sets the foundation, always drafting behind your brand and commercial strategies.

We advise brands on where to best invest marketing dollars based on a defined set of sponsorship principles, working to determine the properties, audiences, pillars, and platforms to leverage in terms of sponsorship marketing efforts as a way of connecting with a target audience(s), creating an emotional connection and impacting attitudinal and behavioural change.

PASSION POINT ANALYSIS identifies the most meaningful connection points to create emotional context between your brand and your target audience(s).

A proficiency around consumer data and research enables us to determine where your brand’s target audience(s) over-index within specific passion points (sports, music, cause, arts, culture). This informs sponsorship strategy. Uncovering the areas of greatest passion concentration or overlap allows for the development of more effective and target efficient platforms, where you can earn the most attribution and be most resonant.

PROPERTY VALUATION uses business science to assign a commercial value to an individual sponsorship deal.

Clear understanding of value is crucial for informing investment decisions. Considering the brand, industry, market, audience, objectives, a number of tangible and intangible indices, and more, we can generate a single figure—‘the number’—to represent the market value a property and its assets can deliver for your brand. Our customized Spend Lens produces opening, anticipated close and walk-away spend targets.

PROPERTY EVALUATION provides a holistic understanding of a property’s value to your specific brand—beyond what’s on paper—and facilitates a clear path forward.

Using valuation as the foundation, comprehensive evaluation provides recommendations and actionable insights on how to increase deal efficiency, setting the stage for more informed negotiations and a consistent approach for future renewals/acquisitions.

Our evaluation package includes important brand reputation and risk considerations around a property including life safety, data security and sustainability.

PORTFOLIO OPTIMIZATION directs the most efficient deployment of resources against the target audience.

To move forward, it is important to know what is currently working—and what is not. We audit your brand’s current portfolio for efficiency, validating individual property performance and setting a roadmap to divest, retain, or acquire new properties.

ACTIVATION PLANNING & EXECUTION ensures we ‘sweat the assets’ across as many connection touchpoints as possible—consumers, trade partners, owned channels etc.

Activation is the bridge between value and ROI. Through this process we prioritize sweating key assets to their maximum potential. To better align our activations, we sit down with the property to first understand their goals and audience, then go deep on our activation plans to drive the most value for the brand.

GOVERNANCE builds decision-making processes around sponsorship marketing to better achieve internal alignment.

Sponsorship decisions are complex, often involving multiple stakeholders. We help brands answer many of the ‘how’ questions—such as how to consider new sponsorship opportunities or seek organization alignment—by adding order and accountability to existing internal processes. With more structure comes clarity, consistency, and faster, better decisions.

MEASUREMENT leverages rigorous methodology to prove out whether or not your sponsorships—and assets—are being successful against defined objectives.

A unified approach to measurement lets us know how a sponsorship/partnership is impacting the business and the brand—and thus what levers to pull. We focus on measuring what matters for your brand, drawing a careful distinction between ‘outputs’ and ‘outcomes,’ and anchoring everything back to your brand’s key objectives and KPIs.

RIGHTS MANAGEMENT cultivates a partnership mindset and ensures sponsorship deals are upheld by all parties.

All agreements require follow-through. In many cases, brands look to us to manage the day to day with their properties. This means ensuring the brand’s commitments to the property are met, value is delivered to the brand and, as partners, we work together with the property to ensure activations are as effective as they can be.

NEGOTIATION STRATEGY ensures we secure the right assets at the right price.

Optimizing your asset mix is difficult without knowing what to ask for, or how. We pre-plan multiple rounds of negotiation to create and leverage flexibility within the negotiation process. We can act as lead, second chair, or support behind the scenes.

MARKET ANALYTICS identifies the most optimal property mix for your brand in a particular market (urban, country, region).

Every market is different. To better understand the intricacies, Lumency commissions in-depth consumer research that, with the additional analytics, supplies brands with actionable intel. By taking a closer look at fan demographics, cross-property engagement, levels of fandom, consumption trends, and other, deeper fan metrics, we can provide guidance on the most optimal mix of properties in a particular market/country, reducing unintended fan duplication and maximizing incremental reach.

Proprietary Sponsorship Software Solutions

TOUCHSTONE™ is an online sponsorship proposal management platform.

Brands are frequently bombarded with sponsorships requests of all kinds. Touchstone™ helps brands manage this tsunami of sponsorship/partnership/grant/endorsee/community investment proposals that land on their desks. Through our customized-to-your brand online portal that links off of your brand’s website, applicants are asked to input key info which is then compiled in a central database and sorted in an automated review. Based on pre-set criteria, the software can surface certain applications to the brand team, and even auto-generate responses on behalf of the brand.  Your brand appears both accessible and responsive.

LOCAL SPONSORSHIP EVALUATION Tool is an automated software platform that adds rigor, consistency and visibility around local sponsorship opportunity analysis.

This customized, easy-to-use tool is designed to give your local and regional sponsorship decision makers what they need to optimize value from local sponsorship opportunities (under a certain spend threshold, USD ~$40,000). It provides instant analysis of a sponsorship’s value to the brand (based on brand and commercial objectives) and builds in accountability and visibility around local/regional spend.  It also helps manage risk and protect business terms by auto-generating a Letter of Agreement between your brand and the local property.

MID-CAP EVALUATION TOOL Tool provides semi-automated evaluation of mid-cap spend, ‘non-complex’ sponsorship opportunities.

Similar to the Local Sponsorship Evaluation Tool, Lumency’s new Mid-Cap Evaluation Tool enables brands to ‘self-use’ our evaluation methodology in the form of a customized, semi-automated software platform. The platform is tuned to sponsorship and community investment properties that lack ‘complexity’ — rights fee spend ≤ USD $250,000 and with no to limited broadcast visible assets.