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4P model™
Our own framework for partnerships that pay back for everyone involved. Built over 25 years on both sides of the table, and behind every Bazballers project.
Four questions. One model, two versions: the four Ps stay the same, and what each one asks of you depends on whether you're buying into sport or selling it.
The four Ps
Purpose
What business problem are we trying to solve?
Be honest about the real job: the business problem sport has to solve for your brand, not the property you happen to like.
Proposition
What's the idea that connects the brand credibly to the property and its fans?
What you bring beyond the fee, why fans would believe you belong there, and the activation money behind it.
Positioning
Where should the brand actually show up?
The audiences you need and where they are, matched to the property that genuinely reaches them.
Performance
What has to change for us to call it successful?
The behaviour you want to change and how you will measure it, agreed before you sign.
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How we use it
Whether someone is buying a partnership, selling one or working out why an existing one isn't delivering, we start in the same place.
Buying a partnership
Before you sign: is this the right property, the right asset and the right deal for the job you need sport to do?
For brands →Selling a partnership
Building propositions around a partner's business problem, so you're solving it rather than selling inventory.
For rights holders →Reviewing one you have
Is it still delivering? Renew, reshape or walk away, with the evidence to decide.
Ask us for a review →Swipe to see more →
Put it to work
The £1m Shirt Test
Imagine your business is about to spend £1m a year on the front of a football shirt. Ask five members of your leadership team, independently:
- 1Why are we buying it?
- 2Why this club?
- 3Why this asset?
- 4What are we going to do that we couldn't do without it?
- 5What needs to have changed in the business when it's time to renew?
Five different answers? Resolve that before you negotiate the rights fee.
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Sponsorship Wheel
For brands
Answer four quick questions built on the 4P model, then spin to find the partnership that fits your brand, what to buy and how to measure it. It takes about two minutes.
Spin the wheel4P questions
What people ask us about the model.
What is the Bazballers 4P model?
Our framework for building sports partnerships that pay back: Purpose, Proposition, Positioning and Performance. Four questions we work through on every project, whether we're helping a brand buy a partnership, a rights holder sell one, or anyone review one they already have.
Is it different for brands and rights holders?
The four Ps stay the same, but what each one asks of you depends on your side of the table. A brand asks what job sport has to do for its business; a rights holder asks how it can solve that job for a partner better than anyone else.
Can we use it ourselves?
Yes. Start with the £1m Shirt Test above, or spin the Bazballers Sponsorship Wheel if you're a brand. When you want help applying it properly, talk to us.
