2403 Group
By the 2403 Group team, October 2026Ask most commercial teams how they priced their front-of-shirt deal and the honest answer is: “It was a bit more than the last one.” We get it. It is quick and nobody gets told off for it.
The trouble is that last year’s price was itself a guess. Repeat that for a few seasons and you can end up a long way from what your rights are actually worth, in either direction.
What evidence actually looks like
- Audience: how many people see each asset, where and how often, across matchday, broadcast, social and your own channels
- Quality: who those people are and how closely they match the brand’s customers
- Comparables: what similar rights sell for in your market and the markets around you
- Delivery: what the partner actually gets, measured, not promised
None of this needs a huge research budget. Much of it is already in your ticketing system, your social analytics and your broadcast reports. It just needs pulling into one place.
Price in tiers, not one big number
One headline package with one price gives a brand one way to say yes and plenty of ways to say no. Three tiers, from entry to premium, give every brand a way in and give you room to upgrade them later.
Be ready to show your working
Brands have procurement teams now. If you can show how you got to a number, the conversation moves from “that feels expensive” to “what do we get for it”. That is a much better conversation to be in.
A price you can explain is a price you can defend.
Our Commercial Spend Reviews start here: every right valued against the market, the gaps spotted, a plan to close them. If you would like a second pair of eyes on your rate card, we are always happy to chat.
