JAGUAR / MELBOURNE FC
MKTG worked with Jaguar to manage an end to end sponsorship consulting process. Starting with consumer and fan insights, media and market analysis, we worked with Jaguar on a property selection process to identity relevant and salient partnership opportunities. The AFL offered an entry into traditional ATL media across a sustained period of time and remains the top performing sport with high broadcast exposure across key states. MKTG helped Jaguar with negotiation, activation and measurement of a partnership with the Melbourne Football Club.
CHALLENGE:
Jaguar acknowledged they couldn’t compete with other luxury marques in traditional media and came to MKTG for advice on how to secure an appropriate partnership. The focus was to create deeper connections with their audiences through a tailored partnership and leverage plan.
SOLUTION:
Melbourne Football Club was selected as the property pursue due to alignment with the brand and audience passion points. MKTG provided negotiation assistance, sponsorship strategy, creative development, implementation and measurement. Our leverage plan included a mix of executions tailored to different environments and segments of the Melbourne Football club audience, such as in-stadium activations, content, hospitality experiences, exclusive member offers, and sales drivers.
RESULTS:
The partnership gave Jaguar a foothold in the key Melbourne market, with $5.5m in QI Media Value delivered in year 1. Ad awareness and consideration was directly attributed to the sponsorship, particularly among Melbourne and wider AFL Fans, building deeper connections within the key Victorian audience.
