WFI was exploring the idea of a sponsorship deal with AFL team, the Fremantle Dockers. FrontRow was invited to work with WFI and the Dockers to frame a deal that met certain key requirements identified through a detailed discovery process.
FrontRow was able to structure a deal that ultimately addressed several key requirements for the client and provided good value for the rights holder as well. A good mix of branding, experiential and hospitality benefits was negotiated. The ultimate 3-year deal was concluded to all party’s satisfaction.
The deal included benefits that provided value for money including the use of specific intellectual property such as use of player images. WFI’s product offering caters predominately to a trade or rural market; therefore, WFI could select a player who had a strong affiliation or connection to regional WA, and use him as the face of a media campaign to deliver market cut through and increase brand awareness. Overall, WFI secured a fantastic outcome in a short amount of time.
The Fremantle Dockers were also very pleased with the outcome as the negotiations were conducted in direct, measurable and mutually beneficial commerical terms. Understanding the needs and wants of both parties within a sponsorship deal, is imperative to its success.