Measuring Barclays partnership performance

In 2014, Barclays had a diverse portfolio of sponsorships, with the ambition to understand the role each sponsorship played and the value that they delivered. 


We developed an award-winning measurement framework which allowed for:  

  •      Quantified rationale & objectives for sponsorship
  •      Evaluation directly against objectives
  •      The diagnosis of strengths and weaknesses
  •      The comparison of sponsorship performance against Iris’ benchmark library
  •      Direct comparison between properties enabled by consistent output
  •      An evaluation and planning tool in one


Barclays now have clarity on the objectives and performance of each asset, enabling informed decisions around portfolio management, budget allocation and contract negotiations.