Case Study - Brands - Sponsorship Evaluation
Strategic Review
Our Challenge
Diageo engaged Gemba to complete a strategic review of the Bundaberg portfolio, to understand if existing assets within Rugby League were still appropriate to deliver on objectives ahead of a renewal
The Bundaberg Rum sponsorship portfolio objectives were to enable the brand to be at the heart of real Australian socialising and to be involved in the ‘Good Times’, particularly prioritising fans in regional Queensland.
Diageo engaged Gemba to complete a strategic review of the Bundaberg portfolio, aiming to understand if the existing assets within Rugby League (NRL, Broncos and Cowboys) were still appropriate to deliver on objectives ahead of a renewal;
- Review the impact of sponsorship leveraging activity to date
- Identify opportunities to improve and optimise activations
- Provide data-backed recommendations for a contract negotiation
Our Solution
Gemba delivered a comprehensive report that was used to right size and renegotiate the brand’s NRL league partnership and broadcast media deals.
Using Gemba’s industry leading Insights Program and the Evaluation Module from Gemba’s Sponsorship Investment Framework, we delivered a comprehensive report that was used to right size and renegotiate the brand’s NRL league partnership and broadcast media deals.
A comprehensive consumer research study revealed the best way to engage Bundaberg target audiences, leading to a recommendation of four alternate sports partnership to consider prior to a Rugby League renewal. Within those passion points, the report determined the best assets and assessed viable entry points.
A rigorous review of Diageo’s leverage activity across the existing portfolio, including competitor analysis, helped identify current strengths, weaknesses and clear improvement opportunities ahead of renewal.
Additionally, an independent sponsorship valuation of the NRL and Cowboys contracts was delivered by Turnstile, which clearly outlined all components of value across Benefits, Exposure and Intellectual Property and highlighted considerations to secure optimal value in renegotiations.
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