A unique platform that delivers
The success of a sponsorship depends on a number of key ingredients that unfortunately don’t always make it into the mix. The best sponsorship programs are the ones that manage to achieve clear, pre-set objectives, are capable of measuring results and have a strategic vision that stays in focus over time.
O2’s sponsorship program, though not new, remains one of my all-time favourite examples of how to get it right. As well as being incredibly well designed, the winning program developed by this Telefonica-owned mobile company became a core driver of the firm’s corporate marketing strategy. In this case study, we take a look at the context, the program, the strategy and the performance metrics behind O2’s outside-the-box approach to sponsorship.