Case Study
The Kennel Club & Crufts
Using data to transform Crufts' sponsorships
The Kennel Club, the institution behind the UK's largest registration databases for dogs and breeders, sought to extend the impact of their event sponsorships beyond the singular annual Crufts showpiece. They wanted to increase the value delivered to their partners by providing year-round benefits, and allowing continuous communication with their audience.
Client
The Kennel Club
Service
PHAR's Solution
In a bid to augment the value provided to their sponsors, PHAR utilised their proprietary Partnerbrite platform to enable activation of their partnerships throughout the year, not just during the annual Crufts event. This approach transformed their offerings into a scalable digital media product, which served to both secure and delight existing sponsors while attracting new partnerships.
The Result
Implementing Partnerbrite's platform significantly enhanced The Kennel Club's sponsorship offerings. The increased value proposition resulted in an upsurge of sponsorship fees and secured the renewal of all existing sponsors, despite the challenging market conditions. The extended reach and frequency of the new media product also allowed The Kennel Club to introduce exclusive new partnership deals, such as the 'Official Car Partner' which was taken by Skoda.
