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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Tennis Canada |
The requirement — Property valuation
Tennis Canada is the national governing body for tennis in Canada, and is the country’s largest and oldest sports association.
Tennis Canada organises the Rogers Cup which is an annual tennis tournament held in Canada. The men’s competition is an ATP Master series event and the women’s competition is a tier 1 event on the WTA tour.
The current title sponsor Rogers Communications Inc, is contracted to sponsor the event until 2011.
Tennis Canada retained Comperio to conduct a detailed property valuation across both events, to help them understand the return on investment which Rogers achieves through their title sponsorship
The solution
Comperio used a combination of on-site research and media research to undertake an in-depth analysis of both the tangible and intangible assets of the properties from which the title sponsor benefits.
The tangible assets included elements such as venue branding, event collateral, above the line marketing opportunities and the corporate hospitality agreement. Comperio assigned a financial value to these variables to help Tennis Canada understand the true worth of both sponsorship properties.
The focus of this particular study was the tangible benefits, but Comperio also analysed the intangible assets such as prestige of property and audience loyalty, in a bid to demonstrate to Tennis Canada how these variables — when examined in conjunction with Rogers’ objectives — could add a premium to the value of the property.
The business benefit
Tennis Canada is now armed with a detailed asset analysis which they can confidently take to market and share with existing and prospective partners. This insight places them in an advantageous position when trying to attract/retain sponsors and negotiate sponsorship agreements.
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