Comperio Research was responsible for the premium seating programme research that was key to financing this iconic venue.
Comperio Research, then a division of IMG, was responsible for conducting research, analysis and advice into the feasibility, structuring and potential returns from a premium seating programme. This included approximately 500 targeted interviews, numerous focus groups and comparative evaluation with competitive product offerings
Comperio conducted a three-phase research and consultancy:
- Benchmarking Analysis
- Yield Projection Study (now known as Econometric Modelling)
Previous Secondary Research undertaken by an alternative organisation had projected £28m per annum of revenues from the premium product at Wembley. This was insufficient both in terms of quantum and certainty for the purposes of raising finance.
Comperio Research was then appointed to undertake a more thorough research approach. From the same seats, with the same events, Comperio Research’s output estimated £60 million per annum (sold as 10 year license, guaranteeing a consistent revenue stream each year). This dramatic increase was driven by creating a broader set of products, better matched to the market’s unique requirements.
Comperio Research’s full research report and analysis, including product definition and revenue projections, was integrated into a new business plan. WestLB, as lead bank, provided £426m of bank lending.
Revenue targets were subsequently exceeded by the sales team.