This post was originally posted in February 2021, updated May 2025.
Sponsorship valuation is one of the most misunderstood aspects of sponsorship marketing. Far too many properties are out in the market seeking sponsors without a clear understanding of what their assets are actually worth.
When I bring up valuation during discovery calls with potential clients, I often get a blank stare – “Sponsorship valu-what?”
What Is Sponsorship Valuation?
Valuation is the process of assessing all the assets you could offer a sponsor and assigning a dollar value to each one. The goal? To determine a fair market value for your sponsorship program – not just plug a hole in your budget.
Too often, sponsorship fees are based on what the organization’s financial need is, rather than what the opportunity is worth. But sponsors aren’t paying for your deficit – they’re investing in access, exposure, and audience alignment.
Here are the top three elements that drive your sponsorship value:
1. Your Assets
Start by cataloguing everything you can offer a sponsor – from logo placements and naming rights to social media shoutouts, speaking opportunities, signage, email mentions, and more. Be thorough and realistic.
Not sure where to start? iSPARK Consulting can help you identify and value your assets as part of a full sponsorship strategy.
2. Your Audience
Sponsors don’t buy assets – they buy access to your audience. The more you know about your fans, followers, attendees, or participants, the easier it is to price your offering and attract the right partners.
Use data to describe who you reach, how they engage, and why they matter to your potential sponsors. This is the foundation of any smart sponsorship strategy.
3. The Numbers
Valuation is both science and art. There are online tools and calculators that can help, but you still need to plug in thoughtful, honest data. Numbers matter – but so does understanding how intangible benefits (like brand alignment or access) factor into value.
Want help crunching the numbers? We’ve got you.
Bonus: Brand Value & Reach
There are two more important factors to consider when pricing your property:
- Brand Equity: If your event or organization has strong brand recognition, loyal followers, an impeccable reputation, or meaningful community impact, that’s valuable – especially if it aligns with your sponsor’s goals.
- Audience Reach: Quantify your exposure opportunities. Ask yourself:
- How many attendees will be there?
- What’s your social media reach?
- Are media partners involved?
- Is there livestreaming, newsletter integration, or post-event content?
Each of these touchpoints offers value – and deserves to be counted.
Need a Hand?
We’ve been helping organizations understand and optimize their sponsorship value for years. Want more? Check out:
- Four Tips for Attracting Sponsors to a New Event
- 5 Common Sponsorship Mistakes
- Activation Ideas Sponsors Actually Want
Whether you’re just getting started or ready for a full 360° sponsorship program audit, let’s talk. Book a free 30-minute consultation or tap into iSPARK Consulting’s sponsorship strategy services to spark better, higher-value partnerships.