Assess and Value Sponsorship Properties
Sponsorship revenue generation is a high priority for sport organizations, yet many do not fully understand the sponsorship properties that they offer or the worth of those properties. The SLSG can assist sport leaders in properly identifying and assessing their properties, so that they have a foundation and inventory of knowledge to work from, and can confidently present their ‘pitch’ to a prospective partner. Jason Robinson is the SLSG’s lead sponsorship consultant, having served as a Marketing Director for various amateur sport organizations and events, responsible for the acquisition of successful value-add partnerships and new revenue generation.
A sponsorship property is any asset of your organization, tangible or intangible, that will provide any form of benefit to a potential sponsor. While organizations are likely to identify common properties such as event signage, newsletters, and awards, they may not capture many of the additional properties that exist and that can provide added return on investment (ROI) to a sponsorship prospect. We help to uncover those assets via a sponsorship property questionnaire and a series of consultations. Then we provide them to you in an itemized inventory that is easy to reference and update.
Valuing Your Properties
Valuation is a key step in understanding a property’s true value and the benefit that it will provide to a partner. As opposed to attaching an arbitrary value next to an asset, we value your properties based on existing industry standards and marketing resources. Valuation is based on a number of criteria, including but not limited to, metric formulas that factor in property variables like size, range, attendance, significance, exposure, location and digital impressions. The formulas have been adapted over time just as the Canadian sport and marketing landscape has changed. Valuation is also based on common sense: what has worked for us in recruiting partners and brokering sponsorship deals and also what has not worked (e.g., overpricing, market saturation, etc.). The end result is a fair and professional valuation of properties that will allow your organization to confidently approach and solicit sponsorship.
The Valuation Document and Its Impact
The Valuation document is a guide to assist a sport organization in identifying all of its current sponsorship properties and in assigning a specific value to them. It is a working document that can be updated and revised as an organization expands its offerings and properties.
The majority of values listed are per property, showing how they would be valued in isolation, however multiple properties and their associated values can be added together or bundled. Properties are intended to be bundled based on the needs and desires of a prospective partner. Bundling allows us to customize a package of properties that best align with our sponsorship partner, while still applying a proper value.
We also include a summary report with our valuation document, which outlines how to use the valuation tool and provides further sponsorship recommendations based on our research. The end result is a critical reference tool that drives your sponsorship package and your pitch, with professionally valued properties.
The following writings on our website contain additional information related to this topic: