Manchester’s Trunk has launched PartnerAmp, a new offering designed to help brands, clubs and rights holders build stronger sports partnerships by connecting activation to wider business goals, marketing priorities and season-long strategy.
The launch follows 12 months of research and development, shaped by conversations with clubs, rights holders and brands, which highlighted a clear gap in the market. While many sports partnerships rely heavily on visibility, Trunk observes there is often less clarity around how they connect back to the wider business, how they support the marketing plan, and how they create more meaningful long-term value – PartnerAmp has been built with the aim of closing that gap.
At the centre of the launch is the free PartnerAmp Partnership Health Score, a short strategic assessment that gives users an instant view of how well their partnerships are set up to perform. In just a few minutes, brands and rights holders receive a tailored report with an overall score and insight across Fan Value, Alignment and Strategic Edge, helping them identify gaps, challenge assumptions and see where partnerships could work harder.
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PartnerAmp is structured across three levels of support:
- The Power Play – a focused diagnostic to align partnerships with business goals and activation priorities
- The Game Changer – a strategic blueprint to turn partnerships into stronger growth and marketing drivers
- The Season Strategy – ongoing support to keep partnerships aligned to business goals across the season
The new offer has been developed by Trunk as part of its wider Consult. Craft. Connect. approach, and is powered by the agency’s proprietary tech stack. It follows the recent launch of Weave, Trunk’s discoverability system, as part of a broader move to build more connected strategic tools and services for ambitious brands.
Adam Britton, chief creative officer at Trunk, said: “Too many sports partnerships are still expected to deliver value simply because the logo is there. The reality is that the real opportunity starts when partnerships are treated as part of the wider business and marketing strategy. PartnerAmp has been created to help brands, clubs and rights holders connect that thinking, so partnerships become more joined-up, more effective and more commercially valuable.”
Rather than treating partnerships as a silo, PartnerAmp is designed to help organisations think more clearly about the role partnerships play, how they should be activated, and where they can support wider commercial and marketing objectives.
The launch reflects growing demand for a more strategic approach to sports partnerships, particularly at a time when brands and rights holders are under increasing pressure to show value, drive alignment across teams and make every partnership work harder.
Britton added: “We kept seeing the same challenge again and again: strong partnerships with real potential, but no clear thread connecting them back to the wider business or marketing plan. PartnerAmp was built to help close that gap and give teams a clearer way to think about what their partnerships are really doing, and where they could be doing more.”
Brands, clubs and rights holders can get started by completing the free PartnerAmp Partnership Health Score to receive an instant tailored report, and a clearer view of how well their partnerships are set up to perform.
