Honestly, no clue how that all works. It's got to be a flat fee, maybe with built-in step-ups based on x, y, or z? That would make sense but I'm still guessing. I highly doubt Cazoo had anything to do with any of the advertising/marketing. That's the marketing dept. who has their own budget (if we're at all run like a normal business).
Again, pretty speculative, but I'm very confident this is the case.
A kit sponsor will offer an amount because they know that we will provide a certain amount of exposure.
Throughout the year the marketing dept will be compiling a portfolio of exposure with metrics of TV views, social media shares and interactions etc.
We've done very well this year already. Cazoo will be delighted. Pretty sure we've already exceeded their expectations for this point in the year.
One thing they will know by now is that they will have to pay more to renew at the end of our agreement because that portfolio is going to look VERY attractive when we show it to other potential sponsors.