Brand·Challenger CPG Brand
Competing for attention against larger incumbents through structure, not spend
The Situation
A challenger CPG brand needed sponsorship visibility to compete with category leaders on a fraction of their budget. The established properties were priced out of reach.
AP's Role
Partnerships and sponsorship leadership, from property identification through deal structuring and activation.
Approach
- 01Mapped undervalued properties across sports, entertainment, and culture
- 02Developed partnership structures beyond standard media buys
- 03Negotiated hybrid deals combining sponsorship with content and commerce
- 04Built activation playbooks to make each partnership work harder
Outcome
The brand assembled a sponsorship portfolio it could actually afford and activate, competing for attention against far larger incumbents through structure and creativity rather than raw spend.
More Engagements
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