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

Clients 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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Latest Thinking

Game Changer: The Growing Role Of Data In Sponsorship
Sam Yardley, Two Circles, A Part of ESP Properties Mar 31

Game Changer: The Growing Role Of Data In Sponsorship

Data, and the ability to access and analyze it, already is having a profound, across-the-board impact on sponsorship—from the evaluation, selection, activation and measurement of partnerships by brand marketers to the selling, negotiating and fulfillment of those partnerships by rightsholders of all types and sizes. more

Digital Killed the Sponsorship Star
Matt Rogan, Two Circles, A Part of ESP Properties Aug 26

Digital Killed the Sponsorship Star

An industry observer has argued that increasingly only challenger brands and new market entrants are using big budget sponsorship vehicles to drive their brand. Instead, it was claimed, bigger brands are passing traditional big-ticket sponsorship by, preferring to embrace digital technology and niche partnerships to target their key customer groups with razor-focused commercial messaging. 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.

IEG Sponsorship Report

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