Partnerships: Your MVP During Uncertain Times

By Lindsay O’Brien, Senior Director, Partnerships - T1

 In times of stress and uncertainty, we often turn to sports – both as spectators and participants - for escape, connection, and emotional relief. The same principles that drive success on the field can fuel success in marketing partnerships.

Picture the intensity of a playoff series, the pressure of a tied game, and the strategic plays that determine victory. These moments mirror the high-stakes decisions brands face in times of economic volatility. Now, imagine yourself as the coach in that final stretch. Do you pull back, play it safe, and hope for a lucky break? Or do you leverage your strongest assets to sustain the pressure and secure the win?

Playing to Win

History shows that brands that optimize marketing investments during economic downturns have the highest probability of gaining a long-term competitive edge. As noted in the Harvard Business Review Article How to Market in a Downturn by John Quelch and Katherine Jocz, brands that maintain or even increase marketing efforts during recessions are better positioned for growth and market share recovery.

Economic uncertainty demands agility - brands must strategically leverage their most effective marketing tools to adapt to shifting consumer behaviour. Among these, partnerships stand out as one of the most powerful.

A Resilient Game Plan

During the 2008–2009 financial crisis, the Canadian Sponsorship Landscape Study (CSLS) found that sponsorship investment in rights fees grew more than 10%, rising from $1.39 billion in 2008 to $1.55 billion in 2010. This growth rate mirrored both the years prior (2006 to 2008) and the years following (2010 to 2012), demonstrating that brands recognize the lasting value of partnerships - even in turbulent times.

With ongoing trade disputes and economic pressures, every marketing dollar must work harder. Strategic partnerships offer key advantages, including:

• Expanded Reach: Unlock access to new audiences and untapped markets.
• Brand Resilience: Strengthen trust and credibility to maintain a competitive edge.
• Loyalty: Build deep brand affinity and long-term customer relationships, reducing the impact of price sensitivity.
• Flexibility: Adapt in real time, enabling dynamic, responsive engagement strategies.
• Measurable Impact: Provide clear, actionable performance metrics to ensure tangible ROI.

Keeping Score

Partnerships are a powerful tool, but their true value lies in how effectively they are measured and optimized. In today’s data-driven world, proving ROI isn’t optional – it’s essential. A strong measurement framework ensures partnerships align with business objectives and drive meaningful results.

To maximize success, brands should focus on:

• Defining Clear KPIs: Establish measurable goals such as brand lift, customer acquisition, audience growth, and conversion rates – ensuring they directly support overarching business objectives.
• Leveraging Data & Analytics: Track key performance metrics such as media exposure, audience engagement, and brand sentiment. Use advanced analytics to assess effectiveness, identify trends, and inform strategic decisions.
• Evaluating Business Impact: Measure the direct and indirect impacts on revenue, customer lifetime value, acquisition cost, stakeholder perception, and corporate reputation.
• Optimizing & Adapting: Use real-time insights to refine strategies - shifting resources to high-performing partnerships, renegotiating underperforming deals, and identifying new opportunities for growth.

Staying in the Game

Great teams don’t retreat under pressure - they adapt, push forward, and capitalize on opportunities. Brands that prioritize strategic, data-driven partnerships during uncertainty won’t just maintain their market position, they’ll strengthen it.

Now is the time to make high-impact partnerships your MVP, building a foundation for long-term success in any economic climate.