Valuation Services for Sponsors

An IEG Valuation Statement is recognized as authoritative and accurate. Each Statement includes:

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

 

Grupo Modelo – Corona

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AirTran Airways

See how we helped AirTran create a sponsorship valuation that would fly with its partners...

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