Think Beyond has launched a new Commercial & Sponsorship Advisory service, aimed at brands and rights holders seeking stronger commercial returns by truly embedding social and environmental impact in their sponsorship work.
The new service will be anchored in the Purpose Performance Model, a methodology for identifying, building and measuring sponsorship strategies with purpose at the core.
Using this model, Think Beyond will advise rights-holders on how to identify and develop new purpose-driven assets that can not only delivering meaningful change but crucially can be packaged and brought to market to drive additional revenue streams.
The approach also supports brands to take a purpose-led sponsorship approach, resulting in increased fan affection and a truly unique way of ensuring they have a meaningful role in the work they are delivering.
The launch reflects a challenge across the industry. Many organisations invest in purpose-led activity without a consistent way to design, implement or measure it. Think Beyond argues that this gap has held back performance.
The service will cover partnership strategy, purpose integration, activation design and performance measurement.
Sam Shave, Managing Partner at Think Beyond, said: “Our approach has already seen success with several of our brand and rights-holder clients, and we are excited to formalise this with the launch of the Purpose Performance Model. We believe that in an age when rights-holders are under increasing financial pressure and looking at how to maximise the value of their inventory, this is an overlooked and under-developed area.”
To lead the new service, Think Beyond has recruited Oly Meade from Three UK, where he was Sponsorship Lead. He joins as Senior Director and will spearhead the development and delivery of the Commercial & Sponsorship Advisory offering.
Oly Meade added: “When done well, we’ve proven that Purpose can be a highly efficient way of driving sponsorship performance. I’ve seen this from my time at Three and I’m excited to be able to push this area of the market forward. I’m excited to take Think Beyond’s expertise in Social Impact and Sustainability and apply it to the world of Sponsorship.”
-ENDS-
About Think Beyond
Think Beyond is a sport and entertainment consultancy that delivers growth through purpose. We work with rights holders, brands and cities to help them become more sustainable, impactful and valuable, leveraging the power of sport and culture to drive positive societal change.
