How Iren builds strong stakeholder relationships through sponsorships
Iren
Iren is an Italian utility and energy company operating across Italy. Their activities span energy management — from production to sales — as well as the waste cycle and integrated water cycle management across various territories. Iren produces energy from diverse sources including solar, hydroelectric, and gas-fired power plants. As the company has grown and diversified, so has its sponsorship programme — requiring a more organized, cross-functional approach to managing relationships with communities and stakeholders across multiple Italian regions.
country: Italy | reach: Multiple Italian territories
High-volume requests from different territories with no unified process
Iren receives sponsorship requests from multiple territories simultaneously. Without a centralized system, it was difficult to channel all requests into an orderly workflow, ensure consistency in evaluation, and measure the image return of each investment.
- Sponsorship requests arriving from different territories with no unified intake system
- Difficult to enforce a consistent organizational workflow across cross-functional departments
- No structured way to measure the image return of each sponsorship activation
- Growing organizational complexity making collaboration between departments harder
A centralized, structured platform for end-to-end sponsorship management
With Optimy's structured and customizable forms, Iren was able to centralize all incoming sponsorship requests and collect precise, orderly data — making flow management seamless and impact measurement straightforward.
- Centralized request intake: All sponsorship requests from across Italy funnelled into one platform — ensuring consistent data collection and linear processing.
- Structured authorization workflow: Internal audit process enabled in Optimy — checking that authorization steps are followed and image returns match the size of each sponsorship.
- Qualitative & quantitative impact measurement: A spin-off database tracks conferences, banners, press articles, social mentions, employee discounts and more — feeding an annual evaluation matrix.
- Cross-functional collaboration: Larger, cross-functional departments can now collaborate on sponsorship decisions with shared data and a consistent process.
Stronger relationships, enhanced reputation, greater resilience
By effectively managing its sponsorships through Optimy, Iren is building stronger ties with stakeholders, enhancing its community reputation, and increasing its social licence to operate. The company plans to further develop its sponsorship programme and expand its active presence across Italy — with a growing focus on the energy transition and circular economy.
Italy-wide coverage
Sponsorships managed across multiple Italian territories
Centralized single platform
All requests, workflows and impact data in one place
Annual evaluation matrix
Qualitative & quantitative image feedback assessed yearly
Growing program
Expanding sponsorships to support energy transition goals
Optimy solved our need to centralize everything on a single platform and ensure a single, linear and consistent process.
Communication & Brand Strategy, Digital and Sponsorship — Iren
Iren centralized all cross-territory sponsorship requests into one consistent process — enabling structured evaluation, image impact measurement, and stronger stakeholder relationships at scale.
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