The North Queensland Toyota Cowboys have appointed Futures Sport + Entertainment as their main research agency for the next three seasons.
The new partnership will see Futures carry out the Cowboys’ research and exposure requirements, allowing the NRL club to have a better understanding of the multimedia value of its sponsorship properties and various community programs.
Futures, a sport and entertainment consultancy which is part of the IPG Mediabrands International group, has an international client base including Cricket Australia, the International Cricket Council and a major English Premier League football club.
Its scope of work extends beyond traditional sponsorship and measurement and valuation to cover fan surveys, segmentation and benchmarking.
“Futures Sport + Entertainment are at the forefront of sports sponsorship measurement and have a fine track record of working with international sporting clubs and organisations,” Cowboys general manager – commercial Steve Mitchell said.
“Our new partnership with them is going to provide the Toyota Cowboys with market leading insights and knowledge.
“There’s no doubt that the high quality of the information they can provide relating to our sponsors, community programs, members and fans is going to help take the Cowboys to a new level with our off-field operations.”
Kevin Alavy, Managing Director of Futures Sport and Entertainment, said: “Futures is delighted to have been appointed as the Cowboys’ main research agency for the next three years.
“There is no bigger brand in North Queensland than the Cowboys and we look forward to working with the club to maximise their potential.”