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Monash Sport has commissioned Comperio Research – the market research arm of IMG – to undertake a review of its sponsorship strategy in a bid to develop a more cohesive and structured programme.

Monash Sport is a division of Monash University, which is Australia’s largest institution of higher education and one of the top fifty universities in the world. The sports division manages a range of sporting services, facilities and teams and attracts an array of sponsors.

The University currently offers a spectrum of packages to sponsors, but decided their overall framework was somewhat fractured and therefore in need of streamlining. It was agreed that a revised commercial rights structure would enhance the Monash Sport brand and lead to greater benefits for all stakeholders.

As a result, Monash Sport commissioned Comperio to undertake strategic research which would inform the change process and help determine the most suitable sponsorship strategy to deliver the greatest yield on their assets.

Comperio’s key objectives are to:

• Review the marketplace Monash Sport operates in on a local, national and international level and establish where the brand is positioned using benchmarking techniques

• Evaluate and assess Monash’s current commercial structure

• Conduct primary research amongst current and potential investors to establish the most attractive sponsorship options and the most feasible pricing points

The final stage of the research programme will be entirely consultative, as Comperio will work closely with Monash Sport to introduce a new sponsorship rights model. The market intelligence gathered throughout the study will enable Comperio to implement and recommend a best practice strategy which will increase Monash’s sponsorship revenues and improve the value delivered to stakeholders.

Commenting on the research, Martin Doulton, Director at Monash Sport said “The sports sponsorship marketplace in Australia is highly competitive and there’s much for sponsors to choose from when selecting a property. This is why at Monash Sport we need to take our commercial rights programme to the next level and ensure our offering is strong. We need to be able to go to market with a convincing and compelling sponsorship proposition with an appealing set of attributes. Not only so we can attract the right level of investment, but also so potential sponsors can be assured that by partnering with us, they will reap a significant return on investment and meet their marketing objectives.

We’ve recruited Comperio to work with us on this project because they are offering the full package, comprising primary and secondary research through the consultancy. This complete solution will help us identify our strengths and weaknesses as a rights holder and will pinpoint where, when and how we should make those much needed changes”.