Evaluation of sponsorship assets and properties is based on the number of impressions (also called turns or hits) a brand name or logo receives. In other words, the number of people see the logo.  A monetary value is placed on each impression, based on the quality of the impression.

In other words, a exterior sign seen by everyone passing on the street will receive a high number of impressions, but the value per impression might be lower than a more targeted placement, such as an exclusive backstage pass.  The pass will get fewer impressions, but the holders may be a valuable target market that increases the value per impression.

If you want to start with a rough estimate of the sponsorship value of your property or event, a good rule of thumb is to use $.01 per impression. So add up all your impressions and then multiple that number by $.01 and you will have a total ballpark figure of the value of your sponsorships. As an example, daily traffic by your property is 100,000 cars. Multiple that number by 365 and you get 3,650,000 impressions. Multiple 3,650,000 by $.01 and you get a value of $36,500 per year for naming that property.  This figure may be discounted if your brand is new, so the sponsor may offer you 75% of that number, as an example.  But keep in mind that street traffic is only one source of impressions.  Also, there may be precedents in your city for naming events and venues. If there are, you may need to know these figures and use them as a benchmark for your sponsorship opportunities.

Other sources of impressions in your inventory might be:

On-site Signs

Static signs like banners, playing surface logos, perimeter boards, back of seats, etc. are often valued at less than $.01, so a safer multiple might be .003 to .006 but electronic signs, coreboards and jumbo-trons might be valued slightly higher.  Use the same figure for mentions by MC or announcer during the event.

Marketing Materials

Program advertising, website listing with link, pre-event brochure, and similar promotional and marketing material usually are valued at .005 per impression.  Logo on tickets is usually a part of the exclusive naming rights and may fetch a higher price per impression, i.e. $.007.

Goody Bags and Samples

Items placed in goody bags that advertise sponsors usually are valued at less than $.005, unless there is an opportunity for the sponsor to make contacts with a target market.  Then the item placement would be charged at a rate closer to $.01 per impression. Product sampling opportunities that may result in an on-site sale, i.e. credit card application, may reach as high as $.2 per impression.

Media Advertising

If the sponsor shares advertising space with other sponsors or the event name, then the value is a fraction, i.e. of the advertising cost. If the sponsor has exclusivity or is a naming sponsor than the value may be equal to the advertising cost.

In summary, each type of logo placement will generate a different number of impressions and have a different value. Complete your inventory of assets (logo placements), then multiply the number of impressions for each asset by the cost. The assets are then bundled at different price points for the sponsors.

There are professional firms that specialize in sponsorship evaluation. If your event or venue has a potentially high value, you may wish to engage one of these firms.