The Power of X
Discover
Develop
Deliver
Discover
Everything starts with understanding. We dig deep to uncover what makes your organisation tick: your ambitions, audiences, assets, and challenges. We ask the right questions:
- What outcomes matter most for your business?
- Who are you trying to reach, and how do they behave?
- How do your current partnerships or assets perform today?
By combining market insight, audience data and our extensive industry experience, we build a clear view of where the real value lies and how to unlock it.
We lean on robust audience and fan insight tools, including YouGov and Luscid, to gain a deeper understanding, ensuring every recommendation is grounded in how people actually engage.
Develop
Once we know where you want to go, we define how to get there.
Whether you’re a rights owner seeking to maximise your commercial potential, or a brand wanting to connect authentically with fans, we design partnership blueprints that make sense commercially and creatively. This includes:
- Market mapping and category prioritisation
- Measurement framework development
- Creative development
- Rights holder engagement
- Negotiation & contracting
- Activation planning
We use specialist sponsorship intelligence to understand the competitive landscape across categories, alongside advertising insight tools to assess where brands are investing and how partnerships can complement wider media spend.
Deliver
A partnership only comes alive through activation. We bring creativity, media know-how and executional excellence to ensure your sponsorship delivers in the real world. Our activation support includes:
- Creative concepting and campaign development
- Media integration across paid, earned and owned channels
- Content strategy and production
- Event and experiential delivery
- Digital and social engagement
We apply a structured, data-driven process to evaluate sponsorship effectiveness through the delivery of IP Uplift, our evaluation tool.
“Jamie and the team have been critical partners on some of our key agreements. The level of insights, responsiveness and support has been a real help to accelerate our work.”
“We engaged The Value Xchange to assess the value of our assets and programmes, including our flagship Olivier Awards partnership. Their meticulous valuation and clear benchmarking against competitors equipped us to negotiate from a much stronger position. The outcome has been a substantial uplift in our partnership revenue. David and the team were professional, diligent and highly effective throughout the process and a pleasure to work with.”
“Working with TVX has been a game changer for Movember. Their expertise and passion have strengthened our partnerships — from RLWC2021 to becoming the Official Mental Fitness Partner of the Rugby League Ashes. The team’s professionalism, deep understanding of the charity sector, and ability to connect purpose with sport have helped us drive real impact in men’s health. They don’t just understand partnership — they elevate it.”
Frequently Asked Questions
Sponsorship can be from as little as £10-20k all the way up to multi-millions. Drivers of cost are audience reach and desirability. Also, budget will need to be set aside for activating the sponsorship in order to help to maximise the value.
High-performing partnerships have shared objectives, strong activation, and consistent communication. When both sides stay aligned and invest properly, the partnership is more likely to perform.
While one-off deals can work, most meaningful partnerships run for 2–3 years or more. Time helps build deeper awareness, trust, and measurable results.
The simple answer is yes. Targeted sponsorships often deliver stronger cut-through for local or regional brands because they speak directly to a loyal, highly relevant audience.
Ideally 6-12 months out. Great sponsorships take time to plan, budget, activate, and measure properly.
Ready to build a smarter sponsorship strategy?
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