BA Valuation Model
Until now, there has been no consensus on how to most effectively measure sponsorship investment performance. Instead markets use a variety of methods to attempt to measure Return on Investment (ROI).
BrandAdvantage has developed a service to change all of this. As a part of the BA Sponsorship Audit process, the BA Valuation Model is an objective, best-practice sponsorship valuation tool which determines the fair and equitable market value of any sponsorship package.
The BA Valuation Model applies data obtained against weighted corporate objectives to determine the benefits and financial values of sponsorship, delivering net market and strategic ROI values. As opposed to other evaluation methods, BrandAdvantage utilises both intangible and intangible values in our methodology, allowing the property to offer a myriad of additional benefits to sponsors in addition to known media values derived from a partnership with an event or property.
A BA valuation is based on an economic modelling process and is extremely comprehensive. The BA Valuation Model is able to isolate individual sponsorship variables and thus value all assets and benefits of a sponsorship to demonstrate event/property ROI for potential sponsors.
The BA Valuation Model effectively validates fees to sponsored events. It provides all of the essential information that corporate organisations need to make their sponsorship decisions, including the use of event data and sponsor research, media schedules and analysis, audience demographics, leverage data, and up to five hundred other individual inputs used to substantiate and value the tangible and intangible attributes of the sponsorship.
Pre and Post event measures can be obtained from the one consistent source. The BA Valuation Model can compare the benefits and objectives set pre-event with what was actually delivered. This makes retention or renewal of sponsorship decisions accurate and easy.
The BA Valuation Model for events and properties includes analysis of the following activity and more:
• potential to meet objectives
• profile
• SWOT & market analysis
• image/development awareness
• fan support interest/loyalty
• scope of ownership and exclusivity
• event/activity leverage abilities
• community connections
• sponsorship clutter
• sponsorship awareness
• value and use of marks/logos
• sales of sponsors product services
• stakeholder fit/motivation
Other valuable BA Measurement Tools:
• BA Corporate Sponsorship Strategy Evaluator