Sponsor Sprint Case Study

Posted by

Adrian

On January 30, 2026

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Context

A rights-holder was struggling to secure sponsorship despite strong assets and audience reach.

Leadership believed the issue was market conditions.

Symptoms

• Inconsistent sponsorship sales

• Heavy discounting

• Long sales cycles

• Reliance on personal relationships

Diagnosis

AGC conducted a Sponsor Sprint to test the sponsorship model.

The diagnostic examined:

• asset structure and pricing

• sales process and capability

• value articulation

• market alignment

Prescription

AGC recommended structural redesign of the sponsorship offering.

Delivery (Where Warranted)

AGC supported rollout of the revised sponsorship model once validated.

Outcome

• Clear sponsorship architecture

• Improved pricing discipline

• Reduced reliance on discounting

• Shorter sales cycles

Why This Matters

Sponsorship failure is usually structural, not market-driven.

This diagnostic addressed the root cause.

Governing Diagnostic

Sponsor Sprint

When to Use This Diagnostic

• When sponsorship underperforms

• Before launching new commercial assets

• When discounting becomes routine