Partnership Marketing Strategy

In 2014, Barclays had a diverse portfolio of sponsorships, with the ambition to understand the role each sponsorship played and the value that they delivered.

We developed an award-winning measurement framework which allowed for:  

• Quantified rationale and objectives for sponsorship
• Evaluation directly against objectives
• The diagnosis of strengths and weaknesses
• The comparison of sponsorship performance against Iris’ benchmark library
• Direct comparison between properties enabled by consistent output
• An evaluation and planning tool in one

Barclays now have clarity on the objectives and performance of each asset, enabling informed decisions around portfolio management, budget allocation and contract negotiations.