Case Study
The Queen Elizabeth Olympic Park, London
Analysing the sponsorship potential of Queen Elizabeth Olympic Park venues, including the Olympic Stadium
The operators of the Olympic Park needed to understand the potential value of venue naming rights for both the Olympic Stadium and the Aquatics Centre in order to present a compelling proposition for each property to market.
Client
The Queen Elizabeth Olympic Park, London
Service
PHAR's Solution
PHAR developed a comprehensive package of rights for each naming rights opportunity, utilising a range of stadium advertising assets within both venues. Using our proprietary sponsorship evaluation tools, we calculated marketing-equivalent values for each opportunity, guiding the pricing process for these major stadium advertising deals. Additionally, PHAR was later employed to analyse a potential digital wrap around the stadium exterior, under consideration by West Ham United. We consulted with the venue operators, advising them on whether the installation would deliver value through advertising on the digital wrap.
The Result
Our work enabled the venue operators to approach the market with an attractive naming rights proposition for both venues, which garnered significant interest and multiple offers from brands. The effective use of stadium advertising and in stadium advertising assets ensured strong commercial appeal, allowing the venues to achieve their revenue goals.
