Relationship and tenure are key to
evolving a long-term partnership.
Negotiate the renewal of Suncorp’s marquee sponsorship property with the uncertainty around COVID-19, event scheduling and future broadcast arrangements. Suncorp’s twenty-five year plus naming rights has generated significant media value and awareness for the brand as well as become an important symbol of strength and community.
IQ’s role was to protect the sponsor from competitive tension and provide insights through a broadcast lens on future value impacts to ensure a fair investment position for both parties and long-term ROI. IQ led an extensive market review of all Australian stadia including inventory and technology benchmarking to ensure the new agreement would deliver on objectives and media value expectations.
Retained a strong and positive working relationship between both parties and all stakeholders whilst successfully completed a long term renewal (for the second time) providing our client with enhanced signage and branding opportunities along with an upgrade of current inventory and agreed performance metrics.