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Agency Presentation

A UNIQUE COMBINATION OF

BRAND AND DATA EXPERTISE

"We founded The Missing Link because we saw the opportunity to bring more professionalism, measurement and strategic thinking to sponsorship."

Lisa De Croocq

Marketing & commercial strategist linking brand goals to partnership value.

Koen Bauwens

Data specialist turning partnerships into measurable performance.

Manu Leroy

Strategic leader aligning partnerships with business transformation.

PASSION FUELS
OUR WORK

BUT PROFESSIONALISM DEFINES
EVERY PROJECT WE DELIVER.

OUR APPROACH TO SPONSORSHIP

BRAND FIRST

We don't sell sponsorship inventory and we don't represent rights holders. We start on the brand side, always.

GAME

DATA-DRIVEN DECISIONS

Every engagement is built on data: from the first analysis, the strategy, KPI-setting, tracking of the partnership to the final evaluation.

SET

ONE-STOP SHOP

From analysis and strategy to contract negotiation and measurement, we act as a one-stop shop to ensure sponsorship delivers proven value.

MATCH

WHY SPONSORSHIP?

SPONSORSHIP INCREASES AWARENESSBUILDS TRUST AND DRIVES ROI

81%

of sports fans

can recall at least one brand associated with their favourite team or event (just 44% for traditional digital advertising)

37%

higher trust in brands that invest in sponsorships vs. brands that don't

7 / 1

For every $1 invested in sports sponsorships, brands see an average return of $7 in media value, brand lift, and direct consumer engagement.

SOURCE: Sports Sponsorship report 2025 - Nielsen

RESULTING IN A GROWING MARKET
ON A GLOBAL SCALE

Global Sports Sponsorship Market Size, By Type, 2024-2034 (USD Billion)

The Market will Grow at CAGR of

8.5%

Forecasted Market Size 2034

$144.9B

source: Market.us - January 2025

UNFORTUNATELY, THIS IS NOT THE CASE IN BELGIUM

Annual sponsorship spend (fees only) in Belgium × Million Euros

Spend has been flat for a number of years

Sponsorship volume European Big 5 + NL and BE

× million Euro

And lagging behind versus European peers

Source: Nielsen Sports / ESA

MARKETEERS STRUGGLE TO UNDERSTAND AND MEASURE SPONSORSHIP

What are the main barriers for investing?

Perceived lack of measurement is one of the key factors not to invest in sponsorship

Do you measure your sponsorship?

Only 28% of brands active in sponsorship measure the full impact

OUR SOLUTION

A complete approach to build, select, negotiate and evaluate.

WE ARE THE ONE STOP SHOP PARTNER IN THE DIFFERENT STAGES OF YOUR PARTNERSHIP

Strategy

Selection

Negotiation & Contracting

Evaluation

BUILD A MEASURABLE PARTNERSHIP STRATEGY

Strategy

A clear, data-driven sponsorship strategy aligned with your business objectives.

Audit, analysis and benchmarking

Strategy creation with clear business & marketing KPI's

Financial Model

Project Fee

Selection

We find a partnership that fits your brand, reaches your audience, and delivers measurable value.

Data-driven partner identification

Various sports and entertainment platforms

International scope possible

Financial Model

Project Fee

Nego & Contracting

We negotiate the best possible deal with a rock-solid contract.

Deal structuring & negotiation

KPI-based contracting

Activation plan defined upfront

Evaluation framework baked in

Financial Model

No Cure No Pay

Evaluation

We build the evaluation framework to track performance of your partnership.

Internal and external data gathering

Data visualisation

Evaluation framework

Financial Model

Project Fee

SPONSORSHIP AS A SERVICEFLEXIBLE ACCESS TO SENIOR EXPERTISE, WHENEVER YOU NEED IT

Not every organisation needs a full audit or benchmarking exercise. Sometimes you simply need an expert sparring partner to challenge ideas, validate decisions, explore opportunities or gain quick insights.

Strategic sparring and expert second opinions

Quick assessments of partnership opportunities

Insight sessions on trends, data or best practices

Support for internal presentations or leadership decisions

Short-term problem solving and idea generation

Financial Model: daily rate, based on a number of days, flexible, when you need it.

EDUCATIONHANDS-ON TRAINING FORMATS THAT DELIVER IMMEDIATE RESULTS

Sponsorship has evolved into a dedicated marketing discipline, yet many organisations still lack the internal expertise to fully leverage its potential. Through targeted education programs, we help marketing, commercial and leadership teams better understand how to build, manage and measure high-impact partnerships. Our sessions combine industry insights and real-world case studies, enabling teams to translate knowledge directly into better sponsorship decisions and stronger partnership performance.

Workshops on building a data-driven sponsorship strategy

Masterclasses on partnership valuation, negotiation and contracting

Inspiring keynotes on global best practices and emerging trends

Financial Model: per session or per programme, flexible depending on format.