Know what your deal is worth
Most sponsorship valuations stop at media exposure: how often the logo appears on screen. But brands pay for far more: the live crowd, hospitality and contract perks, and a link to something fans love.
Leave those unpriced and rights holders undersell, while brands can’t tell if they’re overpaying. The evidence exists; it’s just scattered.
The AVM prices every part of the deal and sets out the evidence for each, so commercial teams can explain the number with confidence to clients, boards and senior stakeholders.
Price the whole deal, not just the logo. Every element valued, every number backed by evidence.
The model
Four blocks. One defensible number.
Every valuation is built from the same four components, each measured with the relevant evidence, then brought together into one partnership value.
Media value
The exposure a partner earns across broadcast, news, social, digital and print. We measure branded coverage across every channel and value it against market media rates, adjusted for the quality of the exposure.
On-site value
The fans who see, visit and engage with a partner in person. We value the in-person audience reached by each asset at the venue or event.
Defined value
The tangible benefits written into the contract: hospitality, tickets, talent access, data, concessions and activation rights, valued at what they would cost on the open market.
IP value
The right to associate with the property. Often the largest part of a fee and the least often priced. We value it with YouGov consumer research on the property's fans and how they see the partner.
Built for both sides of the table
Who we help
From football clubs and fan festivals to naming-rights deals and global sponsors, the AVM prices partnerships for everyone involved in the deal.
The questions our clients bring us
Recent work has spanned fan festivals at global tournaments, football clubs, venues and broadcasters, across Europe, the Americas and beyond.
Pricing
Post-event review
Negotiation
Inventory
Deal anatomy
Renewal
The YouGov difference
Media measurement and consumer research, in one view
Sponsorship evaluation is our specialty. What sets the AVM apart is the research around it. YouGov brings together media measurement and consumer insight, so clients see beyond exposure and media value to what a partnership does for how people think, feel and act.
Media measurement
Branded exposure across broadcast, news, social and digital, captured and valued through YouGov Sport's media tracking.
Consumer research
YouGov BrandIndex, YouGov Profiles and custom research on fans and audiences, so the value of an association is grounded in what people think and do.
Partnership data and benchmarks
A large and growing bank of partnership and valuation data, so each deal can be benchmarked against comparable properties, tiers and categories.
Clients can tap into our partnership data to benchmark fees, packages and value delivered against comparable deals. Much of our recent valuation work sits on the new YouGov Sport media tracker.