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 prestigious but costly investment. Over time, the value of the sponsorship began to decline, making the financial commitment harder to justify. With several years remaining on the agreement, the company needed a way to maximize its return without absorbing further financial strain.
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.