Funding a Sponsorship
Financial Services Company
Funded the remaining sponsorship for a portion of its existing media spend executed through ICON.
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THE CHALLENGE
A financial services company had secured the naming rights to an NBA arena—a high-profile, long-term investment that signaled scale and ambition. When a new CMO joined, the organization underwent a significant shift in marketing strategy and target audiences.
This pivot required a reallocation of budget toward channels and segments better aligned with the new direction. However, the arena naming rights agreement represented a large, inflexible financial commitment, making it difficult for the company to fully execute its updated media plan.
HOW ICON UNCOVERED VALUE
ICON stepped in with a game-changing solution—funding the remaining sponsorship and naming rights obligation. This allowed the company to maintain its brand presence at the arena while alleviating the financial burden of the long-term commitment.
RESULTS
In return, the company agreed to execute a pre-determined portion of its existing media spend through ICON, purchasing the same agency-planned media at the same price.
By partnering with ICON, the company protected its brand equity, optimized its marketing investment, and freed up capital for other strategic initiatives.