Melbourne Stadiums Limited (MSL) commissioned Comperio Research to undertake a comprehensive review of the commercial structure at the venue.
Melbourne Stadiums Limited (MSL) commissioned Comperio Research to undertake a comprehensive review of the commercial structure at the venue. The objective being to identify how to maximise the take-up and profitability of all revenue streams, in what is an increasingly competitive marketplace.
As a starting point, Comperio Research conducted an in-depth evaluation of the stadium’s current business model to identify scope for development. This was followed by an extensive local and global benchmarking exercise to establish how the stadium’s commercial structure compares with that of other stadia within Australia and the rest of the world.
Primary research was also undertaken with the business community to determine the key factors that would encourage an organisation to enter into a commercial agreement with the stadium.
The insight delivered by the research programme enabled Comperio Research to design and recommend a choice of three workable and viable business models which would enable the venue to optimise the structure, packaging, marketing and sale of their commercial offering and therefore ensure stable long–term income streams.
Comperio Research focused in particular on how the stadium could:
- Provide enhanced value and activation rights to sponsors and partners
- Continue to develop a strong, premium brand identity with a view to differentiating the venue from comparable stadiums
- Appeal to the general public on non-event days by developing and showcasing the features and facilities at the venue