CUPRA
CUPRA is a Spanish automotive brand that blends sportiness, sophistication, and a disruptive spirit. Since its launch in 2018, it has redefined the car market with innovative designs and cutting-edge technology, establishing a unique identity and positioning itself as a benchmark in lifestyle and automotive experiences.
Sponsorship architecture to strengthen CUPRA’s positioning
Having made a strong entry into the market in recent years, with a focus on innovation and lifestyle, the brand sought to structure a sponsorship architecture that reflected its distinctive values and consolidated its relevance in strategic territories.
The challenge involved identifying and prioritising key collaboration areas, thoroughly evaluating opportunities in fields such as sport, music, and racing. CUPRA needed not only to strengthen its presence in these spaces but also to ensure that every initiative aligned with its identity and brand vision.
What we did
- Sponsorship ROI
- Consumer Intelligence
- Brand Equity Measurement
- Brand Experience Strategy
Industry
- Automotive
A sponsorship strategy rooted in relevance and coherence
Solution
Our collaboration focused on developing a comprehensive sponsorship architecture that included:
- Identification of key territories: analysis and support for decision-making of territories aligned with the brand’s values, such as football, eSports, padel, motorsport, and music.
- Evaluation and assistance in the negotiation of strategic partnerships: in-depth analysis of opportunities, identification of strategic partners, evaluation of agreements and ROI.
- Comprehensive monitoring: continuous oversight of actions related to each partnership, ensuring maximum alignment with the brand’s strategic objectives while achieving ROI expectations.
Results
The sponsorship ecosystem designed for CUPRA is part of the brand success:
- Strengthening its positioning as a disruptive brand in the sports and cultural spheres.
- Consolidating its presence at high-impact events and collaborations, including leading partnerships with FC Barcelona, America's Cup, padel, and music festivals.
- Establishing a strategic approach that authentically connects with audiences and reinforces CUPRA’s image as a leader in innovation and promoter of a rebel lifestyle.
