Case Study – Rights Holder
Surfing Australia
2014
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The Brief
Identify gaps in the sponsorship portfolio and secure major partners in these areas ensuring they enhance the surfing events
Secure Major Partners
Identify gaps in the sponsorship portfolio then secure major partners in these areas.
Beneficial Partnerships
Ensure any sponsorship or partnerships enhances the surfing property and gets as far away from ‘logo slapping’ as possible.
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Solution
Align innovative partners to create a more memorable experience
Partner Alignment
We cross-referenced hundreds of briefs we have taken from brands (with whom we have existing relationships) with the areas where Surfing Australia lacked sponsors.
Key Categories
We found key industry categories looking for properties with the right demographic and attributes of Surfing Australia.
Experiential Sponsorship
Everdure BBQs and Milwaukee Tools found innovative ways, working with Ginger and Surfing Australia, to bring their products to life, creating truly hands-on experiences.
Results
Six figure investments and sponsor exclusives
Six Figure Investments
Everdure BBQs and Milwaukee Tools signed up with six figure investments, spending the same again on activating their partnership at various events throughout the season.
Exclusive Sponsorship
Milwaukee Tools signed up for another three years after year one, with Surfing Australia becoming the only sponsorship they do.
James Cregeen in an expert in the Sponsorship and brand space.
Peter Rix, CEO, Peter Rix Management