Case Study - Investors - Landscape Reports
Fan Profiling
Our Challenge
Decathlon needed to understand the sport landscape and profile of fans of the World Cup.
Decathlon had been presented with the opportunity to do a licensing deal for a sporting world cup. They wanted to understand whether the deal presented represented value to them, and if the minimum guarantee model would deliver against their required targets. To understand the return on this investment, Decathlon needed to understand the sport landscape and profile of fans of the World Cup.
Our Solution
Gemba's Strategy team utilised proprietary fan base sizing and profiling data to calculate the estimated revenue per fan proposed within the licensing deal.
Gemba's Strategy team utilised proprietary fan base sizing and profiling data to calculate the estimated revenue per fan proposed within the licensing deal. Gemba assessed the royalty rates and minimum guarantee model against Gemba's benchmarks for similar deals. As a result of this analysis, Gemba provided a series of recommendations to Decathlon on how to improve the deal structure should they wish to continue with their negotiations.
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