Valuation Services for Sponsors

Tangible benefits in the package, with specific quantities and values for each, including:

• Amount of guaranteed media with sponsor ID
• Guaranteed non-measured media with sponsor ID (e.g., signage)
• On-site sampling (with number of days, location and distribution method)
• Online benefits
• Televised signage (length of on-camera, in-focus exposure)
• Tickets and hospitality package
• Mailing list (number of names and uses)

Explanations of values assigned to each tangible benefit are contained in the footnotes.

Ranking of intangibles, including:

• Prestige of property
• Recognizability/awareness
• Category exclusivity
• Level of audience interest/loyalty
• Ability to activate (leveraging opportunities and restrictions)
• Degree of clutter
• Susceptibility of property to ambush
• Networking opportunities with cosponsors
• Media coverage potential
• Established track record

Geographic reach/impact of property:

• Reflects the number, size and value of the market(s) in which a sponsor will promote the affiliation

Cost Summary:

• Value of tangible and intangible benefits
• Cost/benefit ratio
• Base fee

Price adjusters for factors such as:

• Number of saleable categories locked up
• Value of on-site sales rights

Related data impacting value. Depending on property type, Valuation Statements also will include:

• Average sponsor renewal rate by year
• Attendance history
• Demographics
• Media and retail extensions
• Type and frequency of sponsorship reporting

Background on property and sponsorship packages, including:

• Attendance/members/donors/TV viewers
• Current sponsors
• Sponsor renewal rates
• Market(s) and dates
• Maximum number of sponsors at each level

Verification of documents received from property and certification of IEG’s findings