Inside Sponsorship

It’s an age-old question, and challenge – how do we value our sponsorship assets? Unfortunately, there are still large parts of the rights holder section of the industry pedaling pre-determined packages, largely based on the income they are looking to generate and not necessarily the value that they can deliver. Despite some of the best brains in the industry consistently counseling against such approaches, we still see it. Yes, there are many factors that come together in an organisation that means that end up just offering pre-determined packages, but not deeply understanding the value of their sponsorship assets, as stand-alone assets, is always a contributing one. No one pretends there is a simple answer. We’ve had conversations with rights holders where they’ve been convinced there is some magic formula that can be applied that will spit out the market value of their sponsorship assets. They’ve begged us to share it with them. Sadly, there is no secret magic formula. However, led by Rob Mills, Turnsti