Services
Partnerships and Sponsorships That Fit Your Ambitions
We start with what you want a partnership to achieve, then find the properties that fit. Once we've agreed the shortlist with you, we value the rights, negotiate the deal and plan the activation that makes it work long after the logo goes on the jersey.
Sponsorship today
We start with your objectives, then find the fit
Every partnership begins with a conversation about what you want it to do for your business. That might be reach in a new market, a closer connection with a community, or a platform for your sales team. We use those objectives to search the market and bring you a shortlist of properties that fit.
We narrow that shortlist together. Rights holders usually sell sponsorships as a bundle of signage, naming, hospitality, digital, IP and community rights at a single price, so once we've agreed the options worth pursuing, we value each element as media, negotiate for what your brand can use, and plan how to activate and support the partnership.
Activation usually costs less than the rights fee. How much less depends on the scope and complexity of the ideas, so we plan and budget for it with you before you sign, rather than discovering the need for it afterwards.
Sport
From naming rights to a single ground
League & code partnerships
National and state competitions
Category rights across a whole competition. This tier has the broadest reach and the highest fees, so it is where the contract terms matter most.
Club & team partnerships
Front-of-jersey to secondary
Clubs offer a close connection with a defined membership base, and are often good value when the club's catchment matches your trade area.
Athlete & ambassador
Individual talent deals
Contracted talent with usage rights that extend into your own advertising. We negotiate exit terms that protect you if circumstances change.
Venue & stadium
Naming, signage, precinct
Permanent presence with guaranteed broadcast exposure, valued on in-venue attendance and on-screen time separately.
Event & series
One-off and seasonal properties
Short-run properties for a product launch or a seasonal push, without a multi-year commitment.
Community & grassroots
Local clubs and pathways
A local presence at scale, for brands that need to be trusted in their own communities.
Beyond sport
Not every audience is at the football
Arts, music & festivals
Cultural properties and touring events, where the association can build a connection that advertising alone may not.
Media & content partnerships
Integrated segments, series sponsorship and branded content built with broadcasters and publishers.
Cause & community
We assess charity and cause partnerships on how well they fit your brand and engage your people.
Brand-to-brand
Co-marketing with a complementary brand — shared audience, shared cost, shared risk.
Inside-out, in four steps
Understand
We start inside your business — customers, seasonality, sales cycle — before we look at media.
Strategy
We build your strategy on evidence and proven marketing principles, sized to the outcome you need and the budget you have.
Plan & Buy
We have no ties to any channel or media owner. We invest your budget as if it were our own, guided by your strategy and business objectives.
Measure
We feed the results of every campaign back into your strategy, so each one builds on what we learned from the last.
Our approach
Everything a partnership needs to earn its fee
Objectives & fit
We agree what the partnership needs to achieve, then build a shortlist of properties that fit your audience, trade area and commercial calendar, and narrow it down with you.
Rights valuation
We price every element against its media equivalent, so you know what you are paying for signage, hospitality and IP.
Negotiation
We handle fee, term, exclusivity, exit and escalation clauses, drawing on our daily experience negotiating media.
Activation planning
We plan the activation and its budget before the contract is signed, across content, retail, staff and your own channels, scaled to the ideas rather than the rights fee.
Support across your media
We promote your partnership through your paid media, so it reaches well beyond the people who attend.
Measurement & renewal case
We track the partnership against brand and sales outcomes, and give you a clear recommendation when it is time to renew.
Common questions
What clients ask before they start
How much should we budget to activate a sponsorship?
Usually less than the rights fee, but it depends on the scope and complexity of the activation ideas. A content series and retail program cost more than signage and a hospitality plan. We scope the activation with you before you sign, so the budget is set by what the partnership needs rather than a rule of thumb. Activation is what turns rights into business results, and it gives you a performance case when renewal comes around.
Is our brand big enough to sponsor sport?
Very likely. Club, community and grassroots partnerships can build a strong local connection for much less than a league fee, and often perform well when the catchment matches your trade area.
How do you prove a sponsorship worked?
We value broadcast exposure at market media rates, count attendance and digital reach separately, and track brand health against a control market. We then compare all of that with your sales over the same period.
Can you renegotiate a deal we already have?
Yes. Mid-term reviews and renewal audits are available on existing deals — we value what you hold, identify what you are not using, and build the case for the next negotiation.
Also from us
A partnership needs media behind it
Let's talk about what a partnership could do for you
Tell us about your business and where you want to take it. A senior planner will reply within one business day.
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