Portfolio Optimization at its best

American Family Insurance issued a large Sponsorship Agency of Record RFP in 2020 because they had a desire to think and act differently. After a competitive process, they selected us in December of 2020 as their AOR because they felt we could be an agent of change for them. At that time AmFam had accumulated several disparate deals without a clear sponsorship strategy. We worked with AmFam to develop a cohesive portfolio strategy grounded in their strategic marketing and business imperatives around sponsorship. To effectively evaluate new and existing deals for AmFam, we built out a custom scorecard framework that was tailored to their specific strategic imperatives and weighted them accordingly. We then used the scorecard to evaluate both their current portfolio and new opportunities.

The most recent portfolio analysis led to the divestment of long-time partnerships that were not delivering on AmFam’s objectives but led to three new partnerships with MLS clubs. These partnerships scored highly in AmFam’s custom model and were added to their portfolio alongside their existing kit sponsorship with Atlanta United.