Challenge: Having recently acquired Chapel Gate, a 65-acre community sports facility, Bournemouth University wanted to developing an understanding for the site’s sponsorship feasibility and commercial readiness. With that in mind, Mongoose was engaged to carry out a review of Chapel Gate and deliver partnership recommendations.
Solution: Mongoose carried out an assessment of all tangible and intangible assets central to the Chapel Gate offering, citing engagement with the University campus and its students as being key to optimise return on investment for prospective partners. We completed a benchmarking exercise which included the study of multiple sports centres around the UK, their facilities and network of commercial partners, enabling us to deliver a thorough SWOT analysis of this opportunity. Following this, a detailed valuation of all assets (tangible & intangible) was produced alongside strategic recommendations focused on securing long-term and sustainable sponsorship investment. We delivered an organizational review and asset audit, both for Diabetes UK and its Helpline specifically. Following in depth analysis of the existing and target audience, Mongoose delivered a competitor benchmarking exercise that enabled us to identify ancillary assets and activation opportunities that enhanced the overall commercial offering for prospective partners. We went on to produce a detailed valuation of all assets (tangible & intangible) and recommend a tiered partnership structure that guaranteed the necessary levels of ownership and exposure for new partners. This work was complemented with a defined sales narrative and insight-led brand and sector targeting which the Mongoose Sales team incorporated in all go to market materials during brand engagement.
Results: Bournemouth University have a clear, market-informed valuation of their Chapel Gate sponsorship property that is broken down according to asset category and partnership tier – a key tool to be used internally that will enable the most appropriate propositions to be curated for prospective partners. Alongside the valuation, Mongoose identified a number of actionable recommendations that have provided a platform to further enhance the commercial offering. Finally, coupled with a defined sales narrative, our thorough prioritisation of industry sub-sectors and brands will ensure initial phases of sales outreach are as targeted as possible. We remain engaged with Bournemouth University and look forward to the Chapel Gate sponsorship property being taken to market.
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