How to calculate sponsorship value of your event

Want to attract sponsors and maximize your event revenue? Start by calculating the true value of your sponsorship offerings. Here's how:

1. List Your Sponsorship Assets: Identify all physical and digital opportunities (e.g., banners, speaking slots, social media mentions).
2. Understand Your Audience: Gather data on attendee demographics and behavior to showcase alignment with sponsor goals.
3. Assign Dollar Values: Use your event's reach and engagement metrics to price assets and sponsorship packages.
4. Create Tiered Packages: Offer Bronze, Silver, Gold, and Platinum levels to cater to different sponsor budgets.
5. Test and Refine Pricing: Use market feedback and performance data to adjust your pricing strategy.

Sponsors care about ROI. By quantifying your event's value and presenting clear benefits, you can secure long-term partnerships and boost revenue. Ready to start? Dive into the details below.

How do I value my sponsorship assets?

Step 1: List Your Sponsorship Assets

Start by documenting all your sponsorship assets to identify every potential opportunity.

Physical and Digital Assets

Make a list of all the tangible elements that provide visibility for sponsors. These will form the foundation of your sponsorship packages.

Branding Opportunities:

• Event signage and banners
• Stage backdrops
• Registration area displays
• Digital screens
• Program materials
• Event badges and lanyards
• Mobile app placements
• Website mentions
• Email campaign features
• Social media shoutouts

Engagement Assets:

• Speaking slots
• Exhibition spaces
• Product sampling areas
• VIP lounge naming rights
• Workshop hosting
• Live stream sponsorships
• Virtual booth spaces
• Sponsored breakout sessions
• Networking area branding

In addition to these physical and digital assets, don’t overlook the importance of intangible benefits.

Intangible Benefits

These are the less obvious but highly appealing aspects of sponsorship that can add significant value.

"Intangible benefits refer to those benefits a sponsor receives by partnering with your brand...they are highly valued by sponsors as this is where opportunities like naming rights, brand alignment, storytelling, cause marketing, etc. derive their value." - Chris Baylis, Founder & CEO, The Sponsorship Collective ^[4]

Strategic Value Elements:

• Brand association rights
• Category exclusivity
• Access to attendee data
• First right of refusal for future events
• Content creation opportunities
• Press release mentions
• Industry leadership positioning
• Community goodwill

Gather input from your team to ensure you capture everything. Even small assets can hold significant value for the right sponsor.

Asset Inventory Summary

Here’s a quick breakdown of asset categories, examples, and their potential value drivers:

Asset Category	Examples	Value Drivers
Digital Presence	Website, App, Social Media	Audience reach, engagement metrics
On-site Branding	Signage, Booth Space, Stage	Visual exposure, foot traffic
Content Rights	Speaking Slots, Workshops	Thought leadership, expertise showcase
Exclusive Benefits	VIP Access, Data Insights	Unique opportunities, competitive edge

This inventory will help you assign accurate monetary values to your assets in the next steps.

Step 2: Know Your Audience

Understanding your audience is key when determining sponsorship value. Sponsors want to know if your event connects with their target market, and detailed audience insights can give them that confidence.

Collecting Audience Data

Use a variety of methods to gather audience information:

Registration Data Collection

• Create registration forms that capture demographic details.
• Include fields for job roles, industries, and purchasing authority.
• Track registration trends, like early-bird vs. standard ticket sales.

Digital Analytics

• Use tools like Google Analytics to monitor website traffic.
• Measure social media engagement.
• Review email campaign performance metrics.

Here’s a breakdown of how different methods provide value to sponsors:

Method	Data Collected	Sponsor Value
Registration Forms	Demographics, Job Titles, Budget Authority	Aligns with Target Market
Mobile Event App	Engagement Patterns, Session Attendance	Provides Behavioral Insights
Social Media	Brand Sentiment, Content Reach	Shows Marketing Impact
Post-Event Surveys	Satisfaction Rates, Purchase Intent	Highlights ROI Indicators

Analyzing Audience Profiles and Behavior

Turn the data you collect into actionable insights by examining both demographic and behavioral factors.

Demographic Insights

• Income levels and spending power.
• Professional authority in decision-making.
• Representation across industries.
• Geographic location breakdown.

Behavioral Insights

• Time spent at similar events.
• Session attendance trends.
• Interaction rates with sponsors.
• Purchase patterns during previous events.

Tools for Measuring Audience Behavior

Social media analytics tools can offer deeper insights into audience behavior:

• Buffer (starting at $6/month): Tracks basic social engagement metrics.
• Social Status (starting at $9/month): Measures advertising impact.
• Rival IQ (starting at $239/month): Provides in-depth audience analysis ^[5].

These insights will help you calculate sponsorship values with greater accuracy.

Step 3: Calculate Dollar Values

Put a price on your sponsorship assets by looking at your event's reach, engagement levels, and the expected return on investment (ROI).

Total Reach Numbers

Start by figuring out your event's total reach across both physical and digital channels.

Physical Reach

• In-person attendees

Digital Reach

• Virtual participants (or online viewers)
• Social media followers
• Email subscribers
• Website visitors

To calculate your effective reach, combine these numbers and multiply by your engagement rate. For instance, if your event includes:

• 1,000 in-person attendees
• 2,500 virtual participants
• 15,000 email subscribers
• An average engagement rate of 25%

The total reach of 18,500 converts to an effective reach of 4,625 (18,500 x 0.25). This effective reach can guide your sponsorship pricing, ensuring it reflects audience engagement.

Price Your Packages

Set sponsorship prices at 15–25% of the expected ROI ^[1]. Use past data and market insights to fine-tune your pricing. Offering tiered packages - like Bronze, Silver, and Gold - can attract sponsors with varying budgets and goals.

Add Extra Value Factors

Boost the appeal of your sponsorship packages by including additional benefits:

Brand Alignment Perks

• Industry exclusivity
• Positioning as a category leader
• Alignment with the audience’s interests
• Association with your event’s reputation

Engagement Opportunities

• Speaking roles
• Participation in panels
• Involvement in roundtable discussions
• Interactive sessions with attendees

Lead Generation Features

• Tools for capturing leads in real time
• Access to attendee data
• Detailed post-event reports
• Opportunities for direct networking

To make your packages even more appealing, consider adding interactive elements like live polls, gamified activities, exclusive roundtable discussions, or one-on-one meeting opportunities. These features not only add value but also create memorable experiences for sponsors and attendees alike.

Step 4: Design Sponsorship Options

Using your detailed asset inventory and audience data, it's time to create sponsorship options that represent their true value. With your calculated sponsorship worth and audience insights in hand, organize your offerings into clear, structured packages.

Set Package Levels

Research suggests that offering 3–4 tiered levels works well to meet sponsor needs.

Core Benefits Structure

• Basic packages focus on essential visibility.
• Mid-level options include engagement opportunities.
• Top-tier packages provide exclusivity and direct access to your audience.

Here’s an example of how you could structure your tiers:

Tier Level	Investment Range	Key Benefits
Bronze	$10,000 - $24,999	Logo placement, social media mentions, basic attendee data
Silver	$25,000 - $49,999	Includes Bronze benefits + speaking opportunity and booth space
Gold	$50,000 - $74,999	Includes Silver benefits + category exclusivity and VIP networking
Platinum	$75,000+	Includes Gold benefits + keynote slot and custom activation opportunities

Additional Options

• Offer à-la-carte activations like networking tables ($2,500) or brand studio access ($1,000 per 30-minute session).
• Create sponsorships tailored to specific event components for added flexibility.

Check Market Rates

Make sure your pricing aligns with industry standards by researching similar events.

Market Analysis Tips

• Look at competitor event websites for sponsorship pricing.
• Assess sponsor retention rates across different tiers.
• Stay updated on sponsorship trends within your industry.

Pricing Strategy

Follow these steps to set competitive package prices:

• Base pricing on 15–25% of the sponsor's expected ROI.
• Factor in all delivery costs, including staff time and resources.
• Offer flexibility to create custom packages for sponsors with unique requirements.
• Charge premium rates for exclusivity rights within your industry.

Step 5: Test and Improve Pricing

Consistently test and refine your pricing to ensure you're delivering maximum value to sponsors.

Test Your Prices

Start by experimenting with different pricing levels, beginning with lower rates to gauge the market's response. This approach allows you to make adjustments based on real-world feedback.

How to Approach Market Testing:

• Use competitor research to set your initial prices.
• Keep an eye on sponsor inquiries and conversion rates.
• Note which packages attract the most interest.
• Gather and document feedback from sponsors.

Phases of Price Testing:

Phase	Duration	Metrics to Monitor
Initial Launch	3 months	Inquiry volume, conversion rates, feedback
Market Response	6 months	Popularity of packages, sponsor satisfaction
Value Assessment	12 months	ROI data, renewal rates, testimonials

Track Results

Tracking your results is essential to validate your pricing and identify areas for improvement. For example, EventsAir's 2024 AirTime event tracked engagement metrics across various partnership tiers, from Platinum to Venue Partner levels ^[6].

Key Metrics to Monitor:

• Engagement rates with sponsors
• Interaction between attendees and sponsored content
• Social media mentions related to sponsorships
• Lead generation figures
• Responses from post-event surveys

"We ask your audience and your sponsors!" says Chris Baylis, Founder & CEO of The Sponsorship Collective ^[3]. His advice underscores the value of direct feedback in refining pricing strategies.

Refine and Adjust

Use the following framework to continuously improve your pricing:

1. Gather feedback from both sponsors and attendees.
2. Analyze performance data for each package tier.
3. Regularly review competitor pricing every quarter.
4. Adjust your packages based on sponsor satisfaction and ROI.

Pay close attention to these data points during the refinement process:

• Calculated ROI for sponsors
• Engagement metrics for each sponsorship asset
• Market rate comparisons to stay competitive

Conclusion: Put Your Valuation to Work

Once you've nailed down your calculation process, it’s time to use your valuation effectively.

Accurate sponsorship valuation helps build strong, lasting partnerships by moving the focus away from price haggling and toward achieving partnership goals ^[7].

A value-first approach transforms sponsorships from simple transactions into meaningful collaborations. As Chris Baylis, Founder & CEO of The Sponsorship Collective, puts it:

"Instead of being concerned about your profit margin, you'll be focused on delivering on the perceived value" ^[2].

Here are some practical steps to make the most of your valuation strategy:

Action Item	Implementation	Expected Outcome
Regular Reviews	Quarterly market analysis	Stay aligned with competitive pricing
Data-Driven Decisions	Monthly audience metrics updates	Ensure accurate value assessment
Package Flexibility	Customizable sponsorship tiers	Boost sponsor satisfaction
Performance Tracking	Post-event ROI analysis	Improve future valuations

Use the package tiers and audience insights you’ve already developed to refine your sponsorship offerings. CHARGE Sponsorship Agency highlights:

"Proper pricing ensures the long-term viability of sponsorship programs. When buyers and sellers feel good about pricing, they focus more on the sponsorship's success and less on readjusting the price in the renewal" ^[7].

Remember, sponsorship valuation isn’t a one-and-done process - it requires constant fine-tuning.

Key Takeaways for Success:

• Back your pricing with solid audience data.
• Offer flexible packages to meet specific sponsor needs.
• Track performance metrics to improve future valuations.
• Keep up with market trends to stay competitive.

FAQs