Leading the way in sponsorship consulting, valuation, measurement and strategy
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We ARE The Global Leader in 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
  • Digital and Social Media/Footprint

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 more intricate straightforward—and ultimately more important—intangible elements, including the emotional resonance and audience loyalty that partnerships produce.

Valuation for Properties

An IEG Valuation—a methodology endorsed by hundreds of leading brands, including FedEx, Gatorade, Miller, Procter & Gamble, Toyota and Visa—allows any rightsholder to enter negotiations with full confidence that its asking price reflects fair market value.

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Valuation for Sponsors

IEG—recognized as the standard-bearer for sponsorship valuation—has helped many of the world’s largest brands—including Ford, Fidelity, Kodak, MasterCard, Mercedes-Benz, Nestlé, Samsung, Verizon and others—obtain the right sponsorship packages at the right price.

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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.

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Latest Thinking

Twitter’s New Revenue-Generating Strategy and Its Sponsorship Potential
Jessi Sanchez Dec 2

Twitter’s New Revenue-Generating Strategy and Its Sponsorship Potential

Twitter is securing top notch sports video highlights, having first done a deal with the NFL and more recently with broadcaster BSkyB for UEFA Champions League matches. Being a fan of both, I can see the tremendous potential in these agreements. more

Sponsorship’s Attention Surplus Disorder
Jim Andrews Jul 2

Sponsorship’s Attention Surplus Disorder

By and large, sponsors seek and love the attention that partnering with well-known sports, entertainment and other properties bring them. It’s a main reason for playing the sponsorship game. But there is a largely unspoken fear that lurks in the back of sponsors’ minds: What happens when that heightened attention becomes focused on the negative. more


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Sponsorship Insights

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.