Innovative Partnerships Group builds customized models to analyze and predict potential revenue opportunities as part of your sponsorship or naming rights investment.
From Media Value to Business Return
Much of the sponsorship industry still values sponsorships and naming rights primarily through media exposure—impressions, reach, and media equivalency. While those measures provide baseline context, they rarely answer the C-suite question that matters most: what is the true return on investment?
Innovative Partnerships Group goes deeper. Through Partnership Intelligence™, we evaluate sponsorship and naming rights as business platforms where value is created not only through traditional assets and exposure, but through the direct and indirect revenue enabled by intellectual property, customized Programs & Platforms, and integrated commercial relationships. ROI modeling is where sponsorship and naming rights strategy becomes decision-grade.
Revenue-Generating Business Models
As an extension of sponsorship and naming rights valuation, we build customized ROI models to forecast the holistic business impact of a partnership for both brands and rights holders. By aligning key business inputs from both properties and sponsors, we create a dual-layered analysis that captures both guaranteed value and forecasted upside.
Our ROI modeling is powered by a multidisciplinary team of PhDs, MBAs, and former consultants, and operationalized through proprietary tools within Partnership Intelligence™.
Innovative Partnerships Group’s proprietary Partnership Intelligence™ system provides the most comprehensive 360 perspective on how brands should evaluate, measure and value naming rights, sponsorships and B2B partnerships. Innovative Partnerships Group is recognized globally as one of the top agencies for its state-of-the-art multi-view process.
Direct revenue represents the contractually committed value in a sponsorship or naming rights agreement. This includes traditional rights fees as well as integrated business relationships across B2C and B2B categories (e.g., beverage, payments, technology, infrastructure, and services).
We apply category-specific “spend-back” and equivalency formulas to translate business integration into sponsorship-equivalent value, ensuring that procurement and vendor economics are reflected in the deal’s ROI.
Indirect Revenue: Forecasted Business Impact
Indirect revenue modeling quantifies the growth impact from sponsorship and naming rights activation. This includes:
Customer acquisition and conversion
In-venue revenue impact, like branded F&B sales
“Drive-to-retail” promotions
B2B introductions and pipeline influence
Recurring revenue or lifetime value considerations
Using proven funnel-based and recurring-revenue techniques, we estimate how partnerships contribute to business performance beyond media exposure.
Dive Deep on our Valuation Service
Some details on our methodology and deliverables
Valuation & Consulting
Sponsorship & Naming Rights Valuation
Competitive Analysis
Strategic Recommendations
How ROI Modeling Is Used
IPG’s ROI modeling supports decision-making across the sponsorship lifecycle, from valuation and pricing strategy to opportunity right-sizing and competing proposal comparison. Our models also aid year-end impact analysis to inform renewals and optimization strategies.
By integrating ROI modeling with valuation, negotiation, and deal structure, we help clients invest with clarity and defend ROI with confidence.
Turn Assets Into Advantage
Partner with Innovative Partnerships Group to identify, structure, and secure transformative partnerships that shape the future.
