A team of consultants, data analysts, and marketing scientists working with modeling tools and Innovative Partnership Group’s proprietary Partnership Intelligence™ software system to realize the true market value of partnerships and revenue potential for both brands and properties.
Defining, Defending, and Extracting Value
Sponsorship valuation is too often treated as a reporting exercise—focused on impressions, exposure counts, or historical benchmarks. While those metrics provide context, they rarely reflect how sponsorships actually create value in today’s market.
Innovative Partnerships Group approaches sponsorship valuation as a strategic discipline. Our work is designed to support real commercial decisions by helping rights holders and brands understand true market value, uncover hidden upside, and structure sponsorships to perform over the long term.
Brand Valuation
With a deep understanding of naming rights, sponsorship strategy, and media mix valuation of assets, Innovative Partnerships Group developed the Brand Valua+or™ as the leading tool in our Partnership Intelligence™ system. This automated system allows brands to optimize the perfect mix of media and non-media naming rights and sponsorship assets to determine the highest return on their investment.
The system includes an optional Brand Analyzer™ to accurately quantify the brand lift generated through a sponsorship.
What is this sponsorship worth today in the current market?
Where does value exist beyond traditional media exposure?
How should assets be packaged to maximize revenue and renewal leverage?
How does the sponsorship support broader business and brand objectives?
Rather than valuing assets in isolation, we evaluate sponsorships as integrated commercial platforms by combining media, experiences, intellectual property, and operational integration. This reflects how sponsorships are sold, activated, and renewed in practice.
Who We Serve
Our valuation and consulting practice supports both sides of the partnership equation:
Brands
Seeking data-backed guidance on sponsorship investments, renewals, and portfolio optimization
At the core of our valuation practice is Partnership Intelligence™, supported by Valuation 2.0—our data-driven, AI-enabled valuation engine. Advanced analytics power benchmarking, scenario modeling, and value attribution across asset classes and categories. Senior consultants then apply market insight, deal experience, and strategic judgment to translate valuation into action.
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.
Our valuation and consulting services are designed to produce measurable commercial impact, not static reports. Engagements commonly focus on:
Sports
Entertainment
Music
Universities
Municipalities
Prestige real estate
Healthcare
Identifying undervalued or mispriced sponsorship assets, improving packaging and tiering strategies, strengthening category and rights structures, and enhancing negotiation and renewal positioning.
In many cases, this process reveals opportunities to increase sponsorship revenue without increasing inventory. Innovative Partnerships Group simply redefines how value is structured, presented, and sold.
Why Innovative Partnerships Group
Innovative Partnerships Group combines senior-level, boutique attention with the scale and experience of the world’s leading independent sponsorship and naming rights advisory firm.
Our valuation work is grounded in real market activity and shaped by negotiation, execution, and long-term partnership performance. The result is sponsorship valuation and consulting that supports confident decision-making and durable revenue growth.
Trusted Industry Authority
Our methodologies have guided valuations for some of the world’s most valuable sports, entertainment, and civic partnerships.
Proprietary Tools & Modeling
We apply rigorous, data-driven analysis through advanced modeling systems developed exclusively by Innovative Partnerships Group.
Consulting Expertise
Our multidisciplinary team includes MBAs, marketing scientists and analysts who bring both business intelligence and creative vision to every engagement.
Balanced Partnership Perspective
We evaluate deals from both the brand and property side to ensure lasting, mutually beneficial partnerships.
Dive Deep on our Valuation Service
Some details on our methodology and deliverables
Sponsorship & Naming Rights Valuation
ROI Modeling
Competitive Analysis
Strategic Recommendations
Turn Assets Into Advantage
Partner with Innovative Partnerships Group to identify, structure, and secure transformative partnerships that shape the future.
