Sponsorship Consulting
Building stronger brand equity in high-impact verticals
Southwest Airlines wanted to strengthen its marketing impact through smarter sponsorships, but with a fragmented portfolio, limited measurement tools, and growing pressure to deliver ROI, they needed a partner to rethink everything from the ground up. We began with assessment of the Denver market – their most important market right now – assessing current spend, value, and alignment across all existing properties and potential new ones.
While the brand had invested in high-profile platforms, the portfolio lacked cohesion and consumer clarity in Denver and beyond. Following the Denver assessment, we were named Sponsorship Consulting AOR. We then built a national sponsorship strategy and roadmap centered on audience alignment, brand storytelling, and efficiency, backed by Fair Market Valuation and competitive intelligence.
We created a tiered, insights-led framework to guide new opportunities falling within four portfolio pillars and driven by evaluating legacy investments and building stronger brand equity in high-impact verticals and geographies.
- Delivered a full sponsorship portfolio assessment
- Built a customized national sponsorship strategy and evaluation framework
- Conducted competitive benchmarking and market scans
- Provided FMV analysis across key properties
- Developed internal tools and templates for decision-making
- Managed inbound proposal process, vetting over a hundred potential opportunities
- Negotiated deals with their two largest partners to date, the Maui Invite and one more to be announced in 2026, as well as renewal conversations with partners
Impact
Our work continues to grow, adding in a measurement plan to ensure investment and return are aligned, cementing our role in shaping their long-term partnership roadmap.