PHAR Insight has been appointed by the Women’s Tennis Association (WTA), the global governing body for women’s tennis, to undertake an analysis of the value Lead Global Partner (LGP) sponsorship opportunity can deliver to brands.
The LGP partnership provides the opportunity to be recognised as the leading brand associated with women’s tennis in the world, and has been developed by the WTA to reflect the strategic goals that brands are increasingly aiming to achieve through their sponsorships.
To that end, as well as calculating the value delivered from on-court branding at 54 events in 33 countries, PHAR Insight’s work will focus on the range of other benefits, including access to its 2,500 professional players, provided to a brand through the partnership – including the strength of the opportunity’s strategic benefits. A new algorithm developed by PHAR Insight as part of its collaboration with Mediacom to create an industry-leading set of evaluation tools will be applied to provide an assessment of overall value, reflecting the relative contributions of both the tangible and the intangible benefits.
Steve Tseng, Chief Sales Officer at the WTA, said of the appointment: “We have worked very hard to create a partnership which goes much further and deeper than year-round global media exposure alone, and provides brands with unique access and content to enable them to engage meaningfully and distinctively with consumers. An analysis just of media value would never capture the extent and depth of the value that a brand can receive from this partnership. And so we were extremely impressed that the tools which PHAR Insight has developed assess not just all the tangible benefits which is impressive in its own right, but also the strength of the opportunity’s strategic attributes. PHAR Insight’s analysis now enables us to have a much more strategic discussion with brands, by enabling us to demonstrate more comprehensively the value that the LGP opportunity can deliver.”
Alastair Macdonald, Director of PHAR Insight, commented: “It’s easy to get blinded by the sheer scale of the media exposure that the WTA schedule delivers for a brand, but this only tells one part of the story. A large number of powerful strategic attributes makes the LGP opportunity one of the most interesting currently available in world sport. Given brands’ increasingly strategic approach to sponsorship, and focus on understanding the value of their investments, it is essential that any analysis reflects the strategic value meaningfully. Our new analysis tools and proprietary valuation algorithm take these strategic considerations into account, and are showing that the WTA’s LGP opportunity has the potential to deliver some of the strongest returns in the sponsorship industry.”
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Notes to Editors:
The WTA is the global leader in women’s professional sport with more than 2,500 players representing 92 nations competing for a record $118 million in prize money at the WTA’s 54 events and four Grand Slams in 33 countries. Close to 5.4 million people attended women’s tennis events in 2013 with millions more watching on television and digital channels around the world. The 2014 WTA competitive season concludes with the BNP Paribas WTA Finals Singapore presented by SC Global October 17-26, 2014 and the Garanti Koza Tournament of Champions in Sofia, Bulgaria, October 28-November 2, 2014. Further information on the WTA can be found at www.wtatennis.com; facebook.com/WTA and twitter.com/WTA.
PHAR Insight is the specialist research, analysis and strategy division of media, marketing and sponsorship consultancy PHAR. Headed up by industry expert Alastair Macdonald, PHAR Insight’s team has specialised in sponsorship analysis and strategy since 1999, working with clients such as the Premier League, Football Association, Chelsea FC, Lawn Tennis Association, Volvo Ocean Race, Olympic Park Legacy Company, Mercedes GP, O2, Zurich, Lucozade and Nokia. In collaboration with Mediacom, PHAR Insight has recently developed a new set of industry-leading proprietary sponsorship selection and evaluation tools, providing brands and rights owners with a new level of credibility and insight into the fit, value and impact generated from sponsorship investments
PHAR is a specialist media, marketing and sponsorship consultancy. Following its launch in 2011 PHAR now employs over 60 people in UK, Singapore, Malaysia, Thailand, Indonesia, Philippines, India and Middle East. PHAR’s Chairman is Tony Fernandes, the founder of AirAsia and owner of Queens Park Rangers. The purpose of PHAR is to deliver long-term commercial value to its clients, encompassing brands, rights holders and talent. PHAR does this by creating media and marketing opportunities that engage with consumers with a focus on research, analysis and creativity. PHAR’s clients include The Phones 4U Arena, TfL, TfGM, The Eden Project, David Lloyd Leisure, AirAsia, SP Setia, Expedia, STIHL, Samsung, Forex.com, RICOH, Iain Percy and Christine Ohuruogu.
For any queries please contact Alastair Macdonald at PHAR:
Email : alastair.macdonald@pharpartnerships.com,
Tel : 020 7321 5804
Mob : 07977 453 451
Address: 9 Whitehall, London, SW1A 2DD