DRIVING REVENUE FOR EVENT OWNERS AND INCREASING ROI FOR SPONSORS

A new specialist business has launched to help event owners, promoters and sponsors build stronger, smarter and more commercially effective partnerships across Australia.

The latest offering from commercial experts Matt Rice and Trent Dyball, SILENT TIGER brings a more strategic, data-led and commercially accountable approach to sponsorships and event partnerships.

Born from the experience the duo gained running Media Scrum, their sponsorship and event sales business, SILENT TIGER offers a unique combination of partnership acquisition and sponsor advocacy solutions.

“Media Scrum has built a reputation for connecting brands with highly engaged event audiences, while helping promoters improve commercial structure, sponsor packaging and asset value,” Matt Rice, Director of Silent Tiger explained. “This experience has directly shaped Silent Tiger's model.”

Rather than treating sponsorship as a logo placement or one-off sales exercise, SILENT TIGER helps event owners build marketable commercial assets, create sponsor acquisition plans, improve trade sales systems, align deliverables and develop reporting structures that give sponsors and event partners confidence.

For brands, the business also offers a dedicated Sponsor Advocacy service, designed to assess event opportunities with data, pressure-test proposals, negotiate fair value and ensure partnerships are built to deliver return on investment, not just visibility.

"Event sponsorship has changed. Brands are no longer satisfied with signage, hospitality and a few social posts. They want proof of audience fit, clear deliverables, strong activation logic and measurable commercial outcomes," said Matt.  "Silent Tiger has been built to help both sides of the table.

“For event owners, we create the structure required to grow sustainable sponsorship and trade revenue. For brands, we help identify the right opportunities, negotiate fair value and design partnerships that are built to perform."

The new business draws on proven commercial event experience. In one major case study, Rice and Dyball's work through Media Scrum helped grow commercial revenue for Australia's Largest Automotive Lifestyle Event from $340,000 to $705,000, following the appointment of Media Scrum to sell sponsorships and trade sites.

The result demonstrated the value of treating event assets with the same rigour as a media schedule, including detailed sponsorship inventories across signage, content, digital, data capture and hospitality. It also showed what can happen when an event owner and a specialist commercial team operate as one aligned unit.

"Many events have powerful audiences, strong communities and valuable commercial assets, but they have never been packaged, priced or sold in a way that reflects their true value," Matt said.  "Our role is to help promoters stop leaving money on the table. We identify the assets, build the commercial story, create the sales structure and help sponsors understand why the opportunity matters."

A key part of the Silent Tiger offer is its proprietary Audience Compatibility + Multi-Radar Comparison tool, which analyses how closely a brand's target audience aligns with the real spectator profile across multiple events.

The tool is designed to replace guesswork with structured insight and support more informed sponsorship decisions.

For event owners and promoters, SILENT TIGER’s services include asset schedule development, sponsor acquisition planning, spectator acquisition planning, post-event report -development, media tracking dashboards, sales team training, floor plan management, and CRM setup.

For brands and agencies, it serves as an independent advocate, helping sponsorship and event budgets work harder.

"The best sponsorships happen when there is a strategic fit," Matt explained. "When the audience, the brand objective, the activation and the reporting all line up, both sides win. That is the space Silent Tiger has created and owns.”

SILENT TIGER is now working with event owners, promoters, marketing leaders, sponsorship managers and agencies looking to build more disciplined, evidence-based and commercially effective event partnerships.

TO FIND OUT MORE VISIT: https://www.silenttiger.com.au/

ABOUT SILENT TIGER

Silent Tiger is an event commercial strategy, sponsorship sales and sponsor advocacy business that helps event owners, promoters and brands build more effective partnerships. The company provides asset schedule development, sponsor acquisition planning, sales systems, floor plan management, CRM setup, reporting tools and independent sponsorship advice for brands assessing event opportunities.

ABOUT MEDIA SCRUM

Media Scrum is a specialist sponsorship and trade sales business founded by Matt Rice and Trent Dyball. The company connects brands with engaged automotive lifestyle audiences and helps event owners build commercial programs that move beyond traditional sponsorship exposure into measurable outcomes, data capture and long-term brand engagement.