Stadium naming Valuation

Right holders

Agency

Brand

Valuation

Measuring the impact of entering a partnership with “Capital City” focused on stadium naming . The consensus across all analytical frameworks is that a “Capital City” partnership is highly advantageous.

Portfolio

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Challenge

“Brand B” is contemplating a sponsorship opportunity for “Capital City’s” football stadium in Country A, aiming to expand its presence and reach on the continent and strengthen its commitment to the local sports community. However, the decision comes with a number of critical challenges:

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.

+15 M

Savings through negotiations advantages

12 day

time to insights

300k

data points used

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.