Relationship and tenure are key to
evolving a long-term partnership.
Negotiate the renewal of Suncorp’s marquee property within a COVID-19 environment along with uncertainty around key tenant’s, broadcast futures and overdue technology upgrades. Suncorp’s twenty year plus naming rights has developed signifcant media value and awareness for the Suncorp 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 how this will impact future value to ensure a fair investment result for Suncorp. IQ led an extensive market review of all Australian stadiums - including inventory and technology benchmarking - to ensure the new agreement would deliver on Suncorp’s objectives and media value expectations.
IQ helped to retain a strong and positive working relationship between both parties while successfully completing a long-term renewal (for the second time), providing Suncorp with enhanced signage and branding opportunities along with an upgrade of current inventory and agreed performance metrics.