Sponsorship Valuation

IEG Valuation Service is the most trusted authority on the value of partnerships. Launched in 1998, IEG's methodology is endorsed by 200 leading global brands and has been used to determine the true worth of nearly 2,000 partnership opportunities, ranging across:

Sponsorships
Promotions
Naming Rights
Cause Marketing Programs
Branded Entertainment

Brands and properties turn to IEG Valuation Service to understand the worth of quantifiable, tangible elements of sponsorships such as media and customer entertainment. They also rely on IEG to determine the value of less easily tallied—but ultimately more important—intangible elements, including the emotional resonance and audience loyalty that partnerships cultivate.

IEG is the only credible, independent partnership valuation authority, backed by decades of data, a proven and proprietary statistical formula, and a track record of thousands of successful negotiations in which neither party overpaid nor left money on the table.

IEG Valuation Service clients come from every corner of the partnership spectrum, including:

Global and local companies
Properties in every major sector, including sports, arts and entertainment
Television networks and program producers, as well as other media
Nonprofits, charities and trade associations

Work with IEG > Valuation information for Sponsors > Valuation information for Properties >

ImageTrack: Making Brand Tracking Meaningful
Powered by Kantar Media

IEG is pleased to announce the launch of a groundbreaking new service for monitoring sponsorship integration and advertising: ImageTrack powered by Kantar Media.

This sophisticated online tool tracks, measures and values broadcast and advertising exposure received by sponsoring brands. Although analyzing broadcast exposure is not new, ImageTrack introduces a number of game-changing elements that take this component of sponsorship measurement to an entirely new level, making it much more valuable to sponsors and rightsholders.

More Info >

Latest Thinking

Jim Andrews Dec 21
Are Bowl Game Sponsorships Good Investments?
To answer the question of whether a brand should become a sponsor of a college bowl game, you have to first make the distinction between title sponsors and other levels of partnership.More >

Jim Andrews Oct 26
What If The Sponsor/Property Model Is Not Sustainable?
This is one of those topics that maybe I shouldn’t even be raising, as I can hear colleagues and readers shouting, “Are you trying to kill the golden goose?”More >

Sponsorship Intelligence

IEG’s strategy papers are forward-looking and thought-provoking points of view from IEG’s strategists, consultants, researchers and analysts. These compelling pieces illuminate the most important challenges and trends impacting sponsorship and offer novel, proven and practical solutions available nowhere else.

Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships Read Now >