Survey Data Tunes Up Sports Model

Sports Marketing Surveys and SponsorMetrix have formally announced a partnership to provide robust valuations of sports sponsorship opportunities. SponsorMetrix's valuation model, based on both media return and intangible assets, will be enhanced with its new partner's survey and media data.

The partners say the deal 'ensures results stand up to rigorous analysis'. Further improvements and refinements are planned for the modelling process, based on a survey examination of sponsors' requirements and perceptions in relation to rights packages.

While the model's main use is in relation to sponsorship sales, acquisition and contract negotiations, the overall valuation process has also proved beneficial to clients in the refinement and enhancement of their rights packages. Jon Robinson, Head of Sales & Marketing at the MCC, says the Club required a specific valuation for a unique and globally recognised part of Lord's Cricket Ground, and used SponsorMetrix's model combined with Sports Marketing Surveys' data on cricket exposure and broadcasts and audiences to achieve 'a robust, reasonable and measured valuation' with which to go to market. 'The model is comprehensive and complex, but the simplicity of the report and the valuation has enabled us to approach experienced and new sponsors with great confidence and knowledge.' The partnership has also been used by Toyota Motorsport GmbH to assess sponsorship value and inform marketing pitches for its F1 Team.

Sports Marketing Surveys MD Stephen Proctor comments: Establishing a fair and realistic price, using a transparent methodology is a key step in growing the sponsorship market. With accountability comes credibility, and this moves the industry a long way further down that road.' Adrian Hitchen, his counterpart at SponsorMetrix, says SMS's rich media and survey data on virtually all sectors of the market will help make his company's model 'the most comprehensive, customised and research-based rights valuation tool available on the market today.'

Home pages for the two companies are at www.sportsmarketingsurveys.com and www.sponsormetrix.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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