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Consulting Services

Evaluating, Negotiating and Maximizing
Your Sponsorship Investments

At General Sports and Entertainment, it is our belief that there is no better way to build relationships than through the power of sports and entertainment. Our Consulting Services division will help you maximize your investment in sports and entertainment by strengthening your bonds with customers, business partners and the community.

The Consulting Services division assists companies with evaluating sports and entertainment marketing and sponsorship opportunities, negotiating sponsorships, developing marketing strategies, and handling marketing and sponsorship activation, including event marketing, promotions and sweepstakes.

Through our proprietary EDGE system (Evaluation and Decision Guidelines for Excellence) we provide objective, evaluative criteria to help assess our clients' needs and maximize the value of their sports and entertainment investments. The General Sports EDGE was initially created for our consulting divisions but it works across the board whether it is applied to evaluate sports marketing initiatives, hospitality programs, executive placements, team management strategies or any of the many other opportunities that General Sports brings to it's clients.

Our Corporate Consulting clients include General Motors, Comerica, Pitney Bowes, VIA Rail Canada, AC Delco, Waste Management and The Cleveland Clinic.

Case Studies

Major Regional Bank's Naming Rights Deal

Situation: When a major regional bank finalized their $66 million naming rights deal with the professional baseball team stadium in one of their key markets, they turned to GSE to ensure that they maximized the value of their investment.

Approach: GSE, using its industry-insider knowledge, designed a fully comprehensive, integrated activation plan that not only allowed the bank to fully capitalize on their sponsorship, but also uncovered additional value for the bank through creative add-on elements.

Execution: GSE managed all on-site exposure, ticket needs, in-stadium promotion, external (market-wide) promotional activity, media elements and other related opportunities associated with the naming rights deal ensuring that the bank received the full promotional value for their investment.



Health Care Provider's Sponsorship Portfolio

Situation: A large health insurance organization that was looking for assistance in evaluating their sponsorship investments and negotiating upcoming sponsorship renewals retained GSE to spearhead the process.

Approach: Using the proprietary EDGE evaluation system, the GSE team identified the health care provider's brand objectives and examined their current sponsorships to determine if they were meeting their goals. GSE also performed an exhaustive review of all potential sponsorship opportunities in the client's identified markets.

Execution: Armed with the information gained through the EDGE process, GSE developed a comprehensive sponsorship strategy for the client which helped identify several sponsorship opportunities and enhancements to current agreements. The GSE team then negotiated sponsorship agreements with new entities and re-negotiated existing agreements to provide the client with added value for their current sponsorships. GSE became the sponsorship agency of record for the client and managed their entire $9.1 million sports sponsorship portfolio.