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Sponsorship Valuation (Factors to Take Into Account (Activation…

- - - - Impressions, Market Value, IP
- - - - Celebrities
      - Private Receptions
      - Behind the scenes tours
      - "Money Can't Buy" experiences
        
        Sitting on the team bench
        
        Mascots
      - Value to the sponsor
      - Sales Opprtunties
      - Activation opportunties
      - Brand fit
      - Time Pressure
      - Length of the Deal
      - Showing Competance
      - Value of hospitality opportunities and sales created off the back of them
      - How much will something actually boost sales?
      - Value of any data gathered
      - Audience loyalty
      - Category Exclusivity
      - Networking Opportunties
      - Clutter Management
      - An event's track record
      - Geographic Impact
        
        IEG have a multiplier of between 1.2 and 3.5 for this
  - - - eg Pourage Rights
    - - Depends on the valuation by location
      - 2015 - Over 270,000 tickets were sold and fulfilled by STH Group driving revenues in excess of £150m. Ticket inclusive travel and hospitality packages were sold at all 48 matches, across 13 venues for the Tournament.
        
        In total 90,000 packages were sold for the RWC15 tournament Link Title
    - - $0.00325 - $0.065 per publication printed
      - Higher rate: front cover, part of something collectable
      - Lower Value: eg mention on a sponsor's page
      - Page Ads
        
        Rarely more than 0.026
        
        Premium for size and colour etc
      - Programmes - Worldwide partners get front exposure
    - - Full Media Retail Value x 5%, IEG: 5-10% media rate
      - Multiplier depends on exposure eg is a brand the only one getting exposure at one time, are they a presenting sponsor, are they mentioned by name
      - How do you measure digital? Methodology? Data?
      - Check notes for media valuation graph
      - Types of Media Valuation
        
        Gross Valuation
        
        30 seconds of brand exposure = cost off a 30 second commercial
        
        Discounted Gross
        
        % off the Gross Valuation
        
        Adjusted
        
        Cost of 30 second advert x % based on size / quality of exposure
        
        Discounted Adjusted
        
        Discounted version of the adjusted figure
        
        Then sponsors should add a ROI scaling factor, eg 0.4% for perimeter advertising
      - IEG: worth $0.0025-0.1 per impression in mass media
      - Social Media
        
        Measure through engagement, not impressions
    - - Number of Tickets x Face Value Standard Calculation
      - Attendance lower than 70%: (Number of Tickets x Face Value) x Percentage attendance
      - No Face Value:Value on the benefits received from tickets, uniqueness of the event, and desirability (IE what you could get for them on an open market)
    - - Unique visitors the key, not the hit rate
        
        2015 - 2.5m unique visitors
      - Unique Visitors x $0.00325 to $0.13
      - The more niche / specialist the website, the higher the because target audience will be more engaged
      - Banners
        
        Recognised as ads, so less valuable
        
        $0.00325 to 0.065 per unique visitor
      - Website exposure is typically over-valued, inclusion in content is far more valuable
      - IEG: worth $0.0025-0.1 per impression in mass media
    - - $0.075 -$0.15 pp (2011)
      - Would suggest lower now because of trend of lower open rates
- - - - How much does a sponsor think an opportunity is worth?
    - - Is it a property that appeals to a certain sector
    - - Is there competition for the rights for an event in general?
    - - Sponsor Category, Valuation of Assets, Demand, Deal Term, Category of Sponsor, Commercial Strategy