Sponsorship Valuation for Sponsors
IEG has helped many of the world’s largest brands—including Ford, Fidelity, Kodak, MasterCard, Mercedes-Benz, Nestle, Samsung, Verizon and others—obtain the right sponsorship packages at the right price.
Recognized as the Gold Standard of sponsorship valuation, the IEG Valuation Service dives deep into a sponsorship package’s benefits to determine their specific worth to each client.
Unlike any other valuation system, IEG’s methodology accounts for sponsorship’s qualitative benefits. Critical elements such as audience loyalty, degree of exclusivity, and prestige of the property set partnerships apart from media buys and other marketing communications. Failing to account for those intangibles leaves a gaping hole, as they typically make up most of the value in a sponsorship.
The IEG Valuation Service includes a cost/benefit ratio that recognizes the unique risks associated with sponsorship, considering sponsorship’s lack of guarantees similar to make-goods in advertising.
Every IEG Valuation considers factors unique to each partnership, such as geographic reach and impact of the property, the competitiveness of the sponsor’s category, the number of categories a sponsor locks up, the length of the sponsor’s commitment, among others.
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Client Results
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Sponsors
See how we helped Cox Communications evaluate and maximize its sponsorship return Read
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Sponsors
See how we helped AirTran create a sponsorship valuation that would fly with its partners... Read
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Sponsors
See how we helped JPMorgan Chase score a great sponsorship deal with the Rugby World Cup tournament... Read
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Sponsors
See how we helped Subway take a fresh look at a sports venue naming opportunity... Read
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View all client results