81% of brands
say sponsorship ROI is difficult to quantify (WARC)
'Sponsorship Valuation'
that does not
focus on price
The marketing landscape has evolved, but sport sponsorship valuation methods haven’t kept pace with more attributable forms of marketing. The industry is crying out for a new approach to better compete.
It’s commonplace for sponsorship sales to focus on contractual ‘assets’ and an assortment of ‘valuation’ principles that have no connection to how bands extract revenue returns from their investment.
Fluency understand the unique impact of sponsorship on audiences that are engaged at their passion point. This isn’t just about impressions; this is about persuasion. Our advanced model overcomes the limitations of Media Equivalency Value, revealing the true value of sponsorship by completing in-depth business analysis + econometric modelling. We guide Rights Holders to put their best foot forward in the sales process.
Leverage our data modelling to
showcase a unique sponsorship
value proposition
From Sponsorship Assets to
Commercial Narratives
Rights holders sell sponsorship by focusing on assets, viewership figures, social reach, event attendance, etc. Brands think differently: they need measurable impact on their revenue pipeline to deliver ROI. The fundamental product in sponsorship deals is the value represented by the audience. Using blended sets of third party (3P) & first party (1P) data, Fluency provide insight on the value the audience represents to both parties, allowing rights holders to refine their sales narrative to better align with brand priorities making deals easier to close & measure.
From Media Equivalency to
Valuable Outcomes.
Sponsorship should be a high-impact investment, but too often falls short by outdated valuation models like media equivalency, which fails to reflect true business impact & so there is a loss of confidence across the industry. Fluency have redefined sponsorship measurement by blending diverse audience signals in unparralelled detail through our advanced data modelling. We uncover the impact on fans, as they behave as consumers of the related products / services with analytics to quantify the actual impact on the consumer journey.
From High-Stakes Risk to
Confident Investment
Most sponsorship deals stall in the final stretch—not due to lack of interest, but because brand decision-makers lack the confidence to commit. Challenges such as "doesn't fit business strategy", "bad timing", "financial limitations" are overcome with our data and commercial rigour needed to validate investment, helping brands justify spend and rights holders prove their true value. Sponsorships measured with Fluency's model are strategic, measurable, and ultimately mutually beneficial.
It’s time for relevance: Sponsorships structured with a brand-led approach see 15% stronger audience engagement.
It’s time for accuracy: 68% of sponsorship professionals admit to relying on outdated valuation models.
It’s time for confidence: Sponsorships with clear ROI measurement drive 20% higher renewals.
Why Commercial Innovation?
- Sponsorship Market Data
- Consumer Sentiment & Social Listening
- Audience & Fanbase Analytics
- Economic & Media Valuation Models
- Brand Performance & Uplift Data
- CRM & Sales Attribution
- Competitive Benchmarking
- Predictive ROI Modelling
- Deal Structuring & Scenario Planning
- Performance-Based Partnership Optimisation
Learn how we can make your business data fluent.
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EMEA
-
Americas
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Asia
50 Mohamed Sultan RdSingaporeOffice
#02-08 Singapore 238999
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UAE
1404, Al Thuraya Tower 1DubaiOffice
Dubai Media City
PO Box 62614, Dubai, UAE