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Pricing every package with confidence
How a UK football club replaced guesswork with category-level price benchmarks and regular market scanning, so every sponsorship package is priced with confidence.
Client
Confidential
Sector
Sport
Services
Get More Sponsors Accelerator, Sponsor Radar
Delivered
Inventory valuation, category price benchmarks, market scanning
The outcome
Every
package priced to defend
Each sponsorship package now goes to market with a price the club can stand behind.
Monthly
market scan
Sponsor Radar tracks brands that are spending, launching or entering new categories.
New
brands to contact
The scan keeps benchmarks current and gives the commercial team a fresh list of brands.
The Challenge
The club had no reliable way to put a value on its sponsorship inventory. Prices were set by last year’s number, or by what a brand said it could afford. Both are expensive habits. Underpricing leaves money on the table for years, because renewals anchor to the first deal. Overpricing stalls conversations before they start.
WHY IT MATTERS: INDUSTRY DATA
+
6
%
Profit from better pricing
From a 1% price gain
5
%
Brands very confident
In their sponsorship spend
76
%
Struggle to prove ROI
US sports sponsors
What we did
1
Valued the inventory
We valued each asset on its audience, exposure and the rights attached, so the club knew what every package was worth before it went to market.
2
Built category benchmarks
We set price ranges by sponsor category using comparable deals, so the club could see where each package sat against the market.
3
Kept watching the market
Sponsor Radar now scans the market each month for brands that are spending, launching or entering new categories and feeds what it finds into pricing.
We had no reliable way to value our sponsorship inventory. Now we have category-level price benchmarks and regular market scanning, so every package is priced with confidence.
Sporting Director, UK based Football Club
What happened next
Every package now goes out with a price the club can defend. The monthly scan keeps the benchmarks current and gives the commercial team a fresh list of brands to call.
