Case Study
SSE - Arena Strategy
Assessing spend efficiency across SSE’s sponsorship portfolio
SSE appointed PHAR Partnerships to advise on their sponsorship portfolio, evaluate their existing sponsorship agreements, and provide guidance on upcoming renewals.
Client
SSE
Service
PHAR's Solution
Utilising our market-leading, proprietary sponsorship analysis tools, we implemented a comprehensive evaluation programme for all of SSE’s sponsorships—The SSE Arena, Wembley; The SSE Hydro, Glasgow; SWALEC Stadium, Cardiff; and The SSE Women’s FA Cup. We examined both the tangible benefits of each stadium advertising package, as well as the strategic alignment of the partnerships, benchmarking them against comparable properties, including advertising in stadiums and sports stadium advertising. Our process also included the assessment of potential new sponsorships under consideration, analysing football stadium advertising boards, in stadium advertising, and football stadium LED advertising to gauge the value for money and fit with SSE’s objectives.
The Result
Our proprietary tools enabled us to compare, on a like-for-like basis, all of SSE’s current and proposed sponsorships, providing clear insights into how well each partnership aligned with SSE's goals and the overall value they delivered. Our advice led to a streamlined portfolio, ensuring all stadium advertising spend was as effective as possible, forming the foundation for renewal discussions and future decisions.
