See how we helped Kalitta Motorsports race to an attractive sponsorship deal...
Kalitta Motorsports, a top drag racing team in the National Hot Rod Association PowerAde Series, was about to negotiate a renewal with its primary sponsor. But the team faced a common situation: Its sponsor was questioning the fair market value of the opportunity, putting the deal in peril of not being renewed.
Unable to quantify on its own the value of the partnership for its sponsor, Kalitta turned to IEG for an objective valuation. IEG’s team went to work pricing Kalitta’s tangible assets, including on-site impressions, TV exposure, driver appearances and hospitality opportunities, as well as intangibles such as fan loyalty, the sponsor’s ability to use the team’s marks and logos, and category exclusivity.
With an independent, third-party Valuation from IEG in hand, Kalitta was able to clearly document its value to its primary sponsor, helping the sponsor justify its renewed commitment to the team.