Whether it's The Premier League, the Mercury Music Prize or the widest-reaching international cultural events, Barclays has always appreciated the role sponsorship can play to help brands get closer to their audience. But mass branded presence doesn't always mean the bottom line is met.
In November 2013, Barclays asked iris to advise them on sponsorship strategy and evaluate their existing partnerships. Since then we have helped to develop a fluid process and methodology for the bank that enables them to measure some £81m of sponsorship investment across 11 major sponsorships.
Founded on an easy-to-use Barclays' balanced scorecard, it's an effective way of aligning sponsorship performance to the business objectives of the bank. The tool is beautifully simple - a unified series of evaluation metrics all brought together in an easy-to-read visual element. We're proud to say that Barclays loves it.