Partnerships can feel stimulating, appropriate and sincere whilst in play, but if your brand was honest with itself, was it worth it? Did it deliver everywhere it was promised to? Did the return match the value stated? Did the data and fan overlaps prove to be accurate? Did you reach the audience and territories in a way that was talked about in the partnership selling stages? Was it worthwhile enough that you renewed? Most importantly, did you measure your partnership in the correct way?
In my experience, I have observed that many agencies tend to prioritise brand exposure as the sole metric for success in partnerships - especially deals within the eight to nine figure range. However, at Yakker, we recognise that this approach is not always effective in achieving the desired outcomes. We believe in taking a more holistic approach that considers multiple factors beyond just brand exposure, such as engagement and impact. By doing so, we can ensure that the partnerships we seek and develop are purposeful, relevant, and transparent in their value.
Additionally, we understand that many brands may not fully understand why their partnerships did not work out or deliver the desired results - which impacts renewals or further investment in the sports industry. That's why we are committed to providing clear and honest evaluations throughout the entire partnership process. At yakker. we don't advise, consult or negotiate deals that have any ambiguity. We provide KPIs and clear measurables to continuously asses success.
Our six point plan takes you through a complete audit and analysis of your previous sponsorships to provide a report on where, when, how and why the partnership excelled or fell short. From this, we can pave the way for an optional, but meaningful re-entry into the world of sports sponsorship.
our strategic approach
What we can do for brands with completed sports partnerships:
Marketing Audit
Full audit to understand target audiences, target markets and territories, objectives, goals, and internal KPIs
Data and Insight Reassessment
Thorough analysis of data provided in selling / negotiation stages to assess its accuracy, truth and relevancy. How realistic were the insight promises?
Partnership Audit & Evaluation
Complete analysis of partnership from initial launch to termination. We map out successes, failures, pressure points, expectations and unrealistic deliverables
Sports Landscape Analysis
Did the partnership fit at the time, the sports trajectory, the performance or team or talent, the fan expectation, the sensitivities of global affairs? Or did it fall short?
Wastage Evaluation
Deep dive into areas of wastage in markets and audiences and its extent in effecting the partnerships value and success
Strategic Plan
Develop a strategic plan to re-enter the sporting landscape with a relevant, targeted and purposeful partnership