Case study · Construction
A construction group
Primeira Liga club · €340,000 over four years
The brief
The club wanted a shirt sponsor and had nothing else to sell. The category was saturated and the asking price was not credible.
What I did
Stopped the shirt search and created an asset instead: naming rights on the academy, sold to a regional construction group whose recruitment problem was exactly the audience the academy reaches.
The result
First academy naming deal in the league, and a category the club now has a second buyer for.
- Deal value€340kwas €0
- New inventory created1 asset—
- Category competition2 bidderswas 0
Fee against media value. Naming deals under-index on media and over-index on recruitment — which is what the brand was buying.