Defining True Market Value in a Complex Marketplace
Defining True Market Value in a Complex Marketplace
Sponsorship valuations are often oversimplified—reduced to impressions, exposure counts, or legacy benchmarks that fail to reflect how sponsorships actually perform in today’s market.
Modern sponsorships function as integrated business platforms, combining media, experiences, intellectual property, and commercial alignment to drive measurable outcomes. Accurately valuing those platforms requires more than surface-level metrics. It requires an understanding of demand, leverage, and real-world deal dynamics.
Innovative Partnerships Group delivers sponsorship valuations built for this reality and is a leader in defining true market value and supporting confident pricing, packaging, and negotiation decisions.
Our sponsorship valuations are not designed to produce a single number in isolation. They are built to support the decisions that matter most to rights holders and brands:
What is this sponsorship worth in today’s market?
How should it be packaged and positioned to maximize value?
Where does leverage exist within the asset mix and category landscape?
How does the sponsorship support broader business and brand objectives?
By grounding valuation in market demand, competitive context, and commercial potential, our work reflects real-world value, not historical precedent or exposure-based shortcuts.
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.
At the core of our valuation methodology is Partnership Intelligence™, supported by Valuation 2.0, our data-driven, AI-enabled valuation engine.
Advanced analytics ensure consistent benchmarking, scenario analysis, and valuation discipline across asset types and sponsorship structures. Senior advisors then apply market insight, transaction experience, and strategic judgment to ensure valuations are practical, defensible, and actionable.
Sponsorship value is rarely created through media alone. Our valuation approach reflects how sponsorships actually function—where value is driven by the interaction of assets, intellectual property, experiential platforms, and commercial integration.
This broader lens allows us to identify:
Underutilized or mispriced assets
Structural inefficiencies within packages
Opportunities to unlock incremental value without increasing inventory
The result is a valuation that supports long-term performance, not short-term optics.
Applied Across High-Value Properties
We deliver sponsorship valuations across sports, entertainment, music, municipalities, universities, healthcare systems, and other prestige properties where sponsorships play a meaningful commercial role. Working with both rights holders and brands gives us a balanced, market-informed perspective to ensure valuations reflect how deals are actually evaluated, negotiated, and renewed.
Dive Deep on our Valuation Service
Some details on our methodology and deliverables
Valuation & Consulting
ROI MODELING
Competitive Analysis
Strategic Recommendations
Valuations That Support Growth and Negotiation
Our sponsorship valuations are designed to be used across the entire sponsorship lifecycle. They support pricing strategy, proposal development, category decisions, negotiation leverage, renewals, and long-term optimization.
By clearly defining where value resides and why, we enable clients to approach sponsorship discussions with clarity, credibility, and confidence.
Turn Assets Into Advantage
Partner with Innovative Partnerships Group to identify, structure, and secure transformative partnerships that shape the future.
