A Smarter Way to Fund Partnerships
Sponsorship should be a powerful growth driver, not a financial barrier
Instead of relying solely on cash budgets, this model allows brands to fund rights fees using their own products or services. This is through our partnership with Astus, the global leader in media trading.
Harness the power of sport and entertainment
In short, it helps brands harness the power of sport and entertainment to reach the audiences that matter most, with less financial friction.
This model is a first for the sports and entertainment space, and it’s designed to benefit both brands and rights owners by providing new, commercially viable ways to get great partnerships over the line.
If you’d like to explore how this innovative funding model could shape your next sponsorship opportunity, we’d love to talk.
“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.”
“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.”
“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.”
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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