Investment Framework

The project focused on developing a single purpose statement and model to align the business on the direction and role of sponsorship moving forward.

Leveraging the Purpose Module from the Gemba Marketing Investment Framework, the project focused on developing a single purpose statement and model to align the business on the direction and role of sponsorship moving forward.

Gemba analysed the brand's current approach to sponsorships, conducted stakeholder interviews to determine business expectations and perceptions of the role of sponsorships. We also assessed competitor activity and developed a clear understanding of current and future budget scope for sponsorship investment and leveraging.

The outcome of the work was a sponsorship purpose model that allowed the brand to articulate a clear reason, internally and externally, for sponsorship to empower and simplify decision making. Additionally, we provided a set of assessment criteria to help Swftx make an informed decision as to whether a proposed partnership deal was worth pursuing.