Partnership offering remodel
As its exclusive global sales agency, the European Tour tasked us with maximizing its commercial opportunity ahead of an exciting period for the sport, including securing commercial partners for the upcoming Ryder Cup event cycles.
What we did
We worked closely with the European Tour to review and remodel its partnership offering, ensuring a brand first approach to partnership supported by the development of new assets, compelling narratives and ways of working that would drive the results required by future partners.
The new proposition was based on developing a deeper understanding of the European Tour’s audience, whilst also delivering a digital transformation of its business. With that, The Tour would be able to deliver targeted partnership activity that creates tangible business return for partners, as well as provide an enhanced experience for fans.
This was taken to market with a global campaign using a unique mix of physical and digital outreach tools to reach heavily researched and targeted brand prospects across key industry sectors.
The European Tour now benefit from the infrastructure, partnership assets and engaging brand stories to set them up for success and deliver quantifiable business value against a range of industry sectors and objectives.
Our in-depth market research and targeting process led to a significant increase in interest in the European Tour proposition and as a result, we successfully brokered the Tours first ever title partnership agreement.
We also supported the European Tour’s successful bid to be one of the first sports to restart after lockdown. We co-created the ‘UK Swing’ series and helped create a new piece of IP in the Paddy Powers Shootout. These efforts ensured that golf and The European Tour were at the forefront of the return of live sport in the UK.