Sponsorship Portfolio Health Check™
More and more, marketers are being challenged to justify their marcom investments both in terms of the value being acquired and the return on investment those spends are delivering back to the business.
CMOs, CFOs, procurement specialists – are all looking for validated marketing investments.
Desperado’s Sponsorship Portfolio Health Check™ uses sound business science to validate those investments.
Using Desperado’s proprietary valuation model, True Value™, we determine the fair market value for each of the properties in your sponsorship portfolio, the properties that are up for renewal or specific properties you’d like focus on.
True Value™ is industry accepted, has been recognized as a global best practice and, in use for over a decade, and has valued hundreds of sponsorship properties – sports, arts, culture, cause, community – ranging in value from several thousand
dollars to tens of millions of dollars.
We customize True Value™ to your industry sector and to your business; it provides a view for different lines of business, different funding/budget centers, it’s tailored to fit your business.
The valuation exercise takes into account competitive pressures in your industry, your business and your brand objectives – all of which impact what you’re investing in each property.
The valuation exercise tracks in activation investments against each property being valued. It relates rights fees to activation investment ratios across your portfolio of properties and against industry, global and regional benchmarks.
Insights and Recommendations
As part of the Sponsorship Portfolio Health Check™ we provide you with a comprehensive report making recommendations against properties in your sponsorship portfolio which may be in need of rightsizing from an investment or a rights fee to activation spend ratio perspective.
We make recommendations against properties that may be in need of rightsizing from an asset mix perspective – maximizing the value of your investment in property rights.
The Sponsorship Portfolio Health Check™ provides valuable business intelligence that enables you to validate your investments in sponsorship for your senior business leadership.
It helps you manage your portfolio for effectively, to approach renewal negotiations from a position of strength and to ensure you are efficiently investing your budgets against an optimized mix of working and no working dollars – activation spend and rights fees.