When your last title sponsor was paying in excess of $1.5 million a year, replacing them with a title sponsor that commits no cash may seem like a dubious move at best. That is, unless you consider the extra value that having that title sponsor adds to your other deals. That's the line of thought in the Rugby Football League's (RFL) latest three year title sponsorship deal.
In exchange for a no cash deal, European logistics company, Stobart Group, has committed to putting the newly-designed Stobart Super League artwork on 100 trailers of the company’s famous red and green trucks. Since a Stobart vehicle is passed, on average, every 4.5 minutes when driving on the UK’s major roads, league officials believe that this extra exposure will raise the value of its other commercial deals, u...
not sure about the valuations around this, but +1 for reframing the deal in a non-traditional way that seems to work for both parties
Yes, it really depends on where your league is in development. This sounds like a smart transaction
Well, it's not always about the money. Here's a non-traditional activation that proves the importance of what works best for each company.