Case Study
EE x Wembley Stadium
Advising EE on the value of the Wembley sponsorship opportunity, and supporting contract negotiations
EE was offered the opportunity to become Wembley Stadium’s first-ever naming rights partner but had no idea what the proposed stadium advertising opportunity was worth or whether the price was fair.
Client
EE
Service
PHAR's Solution
PHAR analysed the rights and benefits that The FA were offering EE, and using our proprietary evaluation tools, calculated marketing equivalent values for each. Leveraging our extensive experience in stadium advertising and sports stadium advertising deals—particularly venue naming rights—we advised EE on additional benefits that could be included in the contract to significantly enhance the value they received. We also identified stadium advertising boards and football stadium advertising assets that delivered minimal value, recommending their removal from the negotiation process.
The Result
EE successfully negotiated a package of benefits that delivered significantly more value to the business than originally proposed. Confident that the agreed price reflected excellent value for money, the in stadium advertising agreement was finalised and remains in place to this day.
