Case Study
ZONNIC
Partnerships Strategy & Activation
ZONNIC asked XMC to build and manage a sports partnership portfolio supporting awareness among adult smokers seeking to quit. XMC combined partnership evaluation, negotiation and activation planning to align sponsorship choices with the brand’s audience and business priorities.
MISSION
Build a high-performing sports partnership portfolio that positioned ZONNIC in premium sporting environments while maximizing return on investment. The program focused on identifying the right partnerships, negotiating favorable agreements, and ensuring every contractual asset was strategically activated to drive awareness, credibility, and consumer consideration.
DELIVERY
XMC managed the portfolio from opportunity assessment through ongoing optimization.
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Evaluated audience fit, proposed investment and activation potential.
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Negotiated agreements and managed rights-holder relationships and deliverables.
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Used performance reporting to guide broadcast, in-venue and digital activation decisions.
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ADDITIONAL SERVICES DELIVERED
Experiential Marketing · XMC+
RESULTS
Negotiation delivered more than 20% cost savings against the client’s original investment proposals. The source reports that those efficiencies supported reallocation toward higher-value assets and activation opportunities without increasing overall investment.
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20%+ — Negotiated cost savings against original proposals
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Budget reallocated — Toward higher-value assets and activation opportunities
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Repeatable evaluation — Framework established for future partnership decisions
