We built a strategy to diversify the Melbourne Cricket Ground’s (MCC) commercial revenue streams.
The MCC needed to find new commercial revenue sources as the majority of their partnerships were based on the ability for a brand to supply their product at the MCG (e.g CUB & Coca Cola).
We identified new opportunities to further leverage the IP of the MCG and a strategy to provide access to the MCG & MCC audiences through a brand-led approach.
By emphasising the iconic nature of the MCG through the core values of history, distinction and authentic, Bastion EBA positioned the MCC partnership opportunity in a new light.
This came to fruition with the MCC’s first brand-led partnership, which was signed in 2019 with Kärcher.