Solutions · 04
Your sports property has an audience and no inventory
A federation, competition or event with an evidenced audience and no structured inventory sells below its value. The price of a sponsorship right does not rest on the size of the property, but on the exposure and audience it can evidence with a stated methodology.
Who this page is for: Federation, competition or sports event
The situation
The property has a following, media presence and a base of participants or fans. Sponsors arrive through personal relationships, every deal closes on different terms, and nobody can explain why an asset is worth what it is worth.
The questions in front of you
The questions in front of you
What is a sponsorship inventory and why does it come first?
It is the ordered list of all commercialisable assets: venue signage, digital channels, kit presence, hospitality, database and content rights. It comes first because until it exists, every asset is sold on a different basis and the property competes with itself.
How is a right priced?
From media exposure, digital reach, audience and market comparables. The credibility of the figure depends on the methodology and measurement period being stated: a value with no methodology cannot be defended at renewal.
Can you look for a sponsor before the inventory is ready?
You can, and it is the usual way to leave money on the table. Going to market without inventory and valuation forces you to negotiate on the sponsor's proposal rather than your own.
What usually goes wrong
Selling on relationships rather than criteria
It works once. At renewal, with no data to support the price, the sponsor leads the conversation.
Promising activation that is never executed
Activation is the most underestimated part of the budget. Sponsorship without activation produces awareness rather than sales, and does not get renewed.
Poorly bounded exclusivities
Broadly defined exclusivity categories block future revenue without anyone noticing until the next negotiation.
Claimed audience with no evidence
An audience figure with no source or period undermines the credibility of the rest of the proposal.
What Altrian does
Inventory and valuation
Structuring the full commercial inventory and valuing the rights with stated methodology and period.
Sponsor search
Identification of brands with genuine category and territory fit, and presentation of the proposal.
Activation and reporting
Design of the activation plan and of partner value reporting through the life of the agreement.
Services involved
Other situations
Other situations
Brand not yet in Spain
Your sports brand does not sell in Spain yet
→ See 02Channel underperforming
Your brand already sells in Spain, but the channel is not performing
→ See 03Football club
Your club generates revenue but does not know its fans
→ See 05Public institution
Your institution invests in sport and does not measure the return
→ See 06Investor or owner
You are investing in a Spanish club and need to know what you are buying
→ SeePublished: · Updated: