Research & strategy

Through its international network of industry, sports, media and academic contacts IMR has access to market intelligence and information, forecast data and case studies. Rights holders, sponsors, agencies and media organisations use the company's services for bespoke and desk research and strategic consultancy in both sponsorship and digital television.

Examples of research by IMR include:

  • Analysis of sponsorship offerings

    What are current rights costs and what is the media value of a sponsorship property?

  • Competitor analysis

    How have competitors fared with sponsorship programmes? What is the media value of their rights? How have the rights been exploited?

  • Opportunity analysis

    Many sponsors and rights holders are seeking to get into a sport or arts sponsorship but have no research data on how it might perform. IMR can provide an analysis of television viewing, image attributes and demographic analysis of the property.

  • Pay-TV research and planning

    What are the costs of setting up a pay-TV operation? Which business model is most appropriate?

Building club revenue

IMR has worked with a number of sports rights holders to develop commercial revenue streams through sponsorship, third-party relationships and special projects.

  • Northampton Town

    A recent project saw IMR help Northampton Town F.C. (UK) to increase its commercial earnings by 600%. This was achieved through research and consultancy projects at the club which included:

    • Analysing sponsorship media values to set pricing levels
    • Lifestyle/demographic analysis of the fan base for use in marketing campaigns
    • Geographical Information Systems mapping of the fan base to target campaigns and sponsorship
    • Club attribute profile survey to match sponsor objectives to club profile
    • Sponsorship audit to recommend new sponsorship packages
    • Quantitative fan survey
    • Qualitative fan survey
    • Kids focus group to assess local media project
    • Conference facility study for stadium redevelopment
    • Scoping document to assess sources of grant funding

  • Aston Villa

    IMR worked with Aston Villa F.C. (UK) to develop a reality TV programme run at Villa Park stadium in conjunction with the Asian Television Network. Aimed at children, the programme was designed to help the club foster relations with its local Asian community and to recruit a younger generation of fans.

    The 12-week programme saw thousands of children visit Villa Park for a football trial and a tour of the ground, and each child received a souvenir of their visit. Finalists were selected via text/phone voting until a winner was declared. So impressed was the club with the contestants, that it awarded six-week academy trials to four players instead the one winner as planned.

Representation

IMR works with rights owners to help them create and sell sponsorship and commercial packages.

IMR helps to identify appropriate partners, make the introductions and negotiate the right commercial deals.

  • Morzine-Avoriaz

    IMR is currently working with the French Alpine Resort of Morzine-Avoriaz to increase sponsorship investment and raise the profile of the resort. This includes:

    • Sports club representation

      IMR represents the French premier ice hockey league team Morzine-Avoriaz and develops the club's commercial and sponsorship operations. IMR is also a UK agent for the club.

    • Field marketing

      IMR is an agent for advertising sales on the ski-lift network and the town shuttle buses.

    • Advertising sales

      Through a partnership with field marketing specialist Raisley, IMR offers rights owners the opportunity to include product samples and promotional materials in ski chalet welcome packs, to distribute samples on the ski slopes and ice hockey arena and to run themed events in the resort bars.

    • PR

      IMR has devised a public relations campaign to raise awareness of the ice hockey team's hospitality packages and to promote the resort of Morzine-Avoriaz as a summer destination.

For a complete package of opportunities in Morzine-Avoriaz, please contact IMR.

Contract publishing

IMR provides rights holders with professional print and web services to help present rights packages and has knowledge of the content required to present to potential sponsors. IMR also offers in-house editorial, print design, production and print buying services.

  • IMR contract publishing also supports

    • Analysis of sponsorship offerings

    • Sponsors who own their own events

    • Conference organisers seeking to publish their papers, reports and conference packs

    • Annual reports, sponsorship and hospitality brochures