Case of study stadium naming valuation

Portfolio optimization

Brand

Scouting

How global leader in financial services evaluated traditional partnerships to drive data-informed activations

Portfolio

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Challenge

Our client managed a large portfolio of traditional partnerships without a clear way to measure performance or understand audience impact.  The lack of standardized insights across the portfolio made it difficult to activate strategically or compare value across assets.

Legal risks surrounding the current football club could affect brand reputation.
High rebranding costs and activation efforts required to transition to “Capital City Stadium.”
Potentially inflated media values, estimated to be 1.62x higher than FoS 2024 averages, raise questions about ROI credibility.
No comparative analysis with other portfolio options like the “Brand B Cup” was conducted, making it hard to judge relative value.

Our solution

Using our proprietary AI-based valuation model trained on over 400 global stadium contracts, we delivered a fully impartial and data-driven market value assessment for this opportunity. Key insights:

Demonstrated that the asking price is below the fair market value, with the model estimating the asset’s worth at EUR 5.5mn/year.
Validated that the partnership could deliver over EUR 6.1mn/year in combined value, including media exposure, CRM impact, direct sales and brand equity.
Confirmed high strategic relevance based on internal benchmarks and external assessment, aligned with similar stadium naming partnerships.
Highlighted low rivalry risk, with positive brand perception even among fans of competitor clubs.

Features

Turning complexity into clarity: a smarter, data-driven approach to sponsorship decisions

AI-Powered Market Valuation: independent pricing based on 400+ global stadium contracts using machine learning. Transparent methodology and validated predictors.

Quantified Strategic Impact: annual partnership impact of EUR 6.1mn across five sources of value. Proven brand equity uplift across awareness, consideration, and advocacy. 

Actionable Decision Framework: full ROMI Light model to guide negotiation and impact tracking. Recommended actions for launch, measurement, and exit clauses.