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Sponsorship & Valuation Terms
Brand Exposure
The visibility and attention a brand receives through sponsorship assets like logo placements, mentions, and activations. Measured in impressions, reach, and engagement across various channels (TV, digital, social media, physical presence). Example: A shirt sponsor’s logo appearing on screen during a televised match generates brand exposure measured in viewer impressions. Related: Valuation Methods, Create ValuationBrand Indicators
Multipliers that adjust sponsorship value based on the strength and relevance of your brand. Common indicators include:- Brand Strength: Recognition and reputation in the market
- Brand Relevance: Alignment with sponsor’s target audience
- Fan Engagement: Quality and activity level of your fanbase
- Digital Presence: Online reach and social media following
- Competitive Position: Standing relative to peers
CPM (Cost Per Mille)
Cost per thousand impressions. The standard advertising metric used to value media exposure. “Mille” is Latin for thousand. Formula:Total Cost = (Impressions ÷ 1,000) × CPM
Example: 1 million TV viewers at €5 CPM = (1,000,000 ÷ 1,000) × €5 = €5,000 in media value
Typical CPM Rates:
- TV broadcast: €3-15 (varies by region and time slot)
- Digital display: €2-10
- Social media: €5-20
- Print media: €10-30
Engagement Rate
The percentage of your audience that actively interacts with your content (likes, comments, shares, clicks) rather than passively viewing it. Formula:(Total Interactions ÷ Total Reach) × 100%
Benchmarks:
- Instagram: 1-3% is average, 3-6% is good, 6%+ is excellent
- Facebook: 0.5-1% is average
- LinkedIn: 2-3% is average
- Twitter/X: 0.5-1% is average
Media Reach
The total number of unique people who potentially saw your content or sponsorship activation. Different from impressions, which counts total views (including repeat views by the same person). Example: A TV broadcast with 500,000 viewers = 500,000 reach. If shown twice, that’s 1 million impressions but still 500,000 reach (assuming same audience). Related: Valuation MethodsSponsorship Lifecycle
The complete journey of a sponsor relationship from initial contact to renewal or termination:- Prospecting: Identifying potential sponsors
- Proposal: Presenting package and value proposition
- Negotiation: Discussing terms and pricing
- Activation: Delivering sponsorship assets
- Fulfillment: Providing contracted deliverables
- Reporting: Demonstrating value delivered
- Renewal: Extending or renegotiating contract
Valuation
The calculated monetary value of sponsorship assets based on objective metrics like sales revenue, media exposure (CPM), and brand strength. Valiyou uses transparent formulas to quantify what sponsors would pay for equivalent advertising exposure. Components:- Sales Value (merchandise, tickets, transfers)
- Media Value (TV, radio, print, digital)
- Brand Multiplier (strength, relevance, engagement)
Platform Features
API Key
A secure authentication token that allows external applications (Power BI, Excel, custom integrations) to access your Valiyou data programmatically via REST API. Security: API keys should be treated like passwords — never share publicly or commit to version control. Related: API ManagementAudit Log
A chronological record of all significant actions in your organization (user changes, data modifications, permission updates). Available on Enterprise plans for compliance and security monitoring. Retention: Logs are retained indefinitely and cannot be edited or deleted (immutable). Related: Audit LogOrganization
Your company, club, or team account in Valiyou. An organization can have multiple users with different roles and permissions. All data (valuations, sponsors, packages) belongs to the organization, not individual users. Related: Organization SettingsPackage
A bundled offering of sponsorship assets (logo placements, social media posts, VIP tickets, etc.) with assigned pricing. Packages are built from your asset inventory and sent to sponsors as proposals. Related: Packages, LibraryPermissions
Granular access controls that determine what users can view and edit. Examples: View Sales, Edit Marketing, Admin, Reports, API, Billing. Principle of Least Privilege: Grant only the minimum permissions needed for each role. Related: Team ManagementPlugin
An optional add-on that extends Valiyou’s functionality. Examples:- AI Insights: AI-generated analysis of valuation trends
- Cash Flow Visualization: Sankey charts showing value flows
- SocialDeepDive: Social media metrics integration
Proposal
A formal sponsorship offer sent to a sponsor, containing package details, pricing, inclusions, and terms. Proposals can be approved, rejected, or modified by the sponsor. Related: ProposalsRLS (Row-Level Security)
Database security that ensures users only see data they have permission to access. Valiyou uses RLS to isolate organization data and enforce permissions. Related: Security Best PracticesSSO (Single Sign-On)
Enterprise authentication that allows users to log in with their company credentials (Azure AD, Okta, Google Workspace) instead of separate Valiyou passwords. Availability: Enterprise plan only Related: SSO SettingsMetrics & Analytics
Approval Rate
The percentage of proposals that sponsors accept. Formula:(Approved Proposals ÷ Total Proposals Sent) × 100%
Benchmark: 20-30% is typical for cold outreach, 50-70% for warm leads
Related: Analytics
Coverage Percentage
How much of a package’s sales price is covered by the actual cost of included items. Formula:(Total Item Cost ÷ Sales Price) × 100%
Example: Package sold for €10,000 with €7,000 in item costs = 70% coverage
Typical Range: 60-80% (allows margin for overhead and profit)
Related: Packages
Impressions
The total number of times content or brand exposure was displayed, regardless of whether it was clicked or engaged with. Includes repeat views by the same person. Example: 1 person viewing a social media post 3 times = 3 impressions, 1 reach Related: Valuation MethodsResponse Rate
The percentage of proposals that receive any response (approval, rejection, or request for more info) from sponsors. Formula:(Proposals with Response ÷ Total Proposals Sent) × 100%
Benchmark: 40-60% is typical
Related: Proposals
Seat
A user license in your organization’s subscription plan. Each active user (except pending invitations) consumes one seat. Related: Billing, Team ManagementTrend Indicator
The percentage change in valuation compared to the previous approved valuation. Shows if sponsorship value is growing, declining, or stable. Example: Current valuation €100,000, previous €90,000 = +11% trend ↗ Related: DashboardBusiness & Sales Terms
Activation
The execution of sponsorship deliverables — physically displaying logos, creating content, hosting events, etc. The “doing” part of sponsorship after contracts are signed. Example: Installing sponsor banners at the stadium, posting sponsored content on social mediaB2B (Business-to-Business)
Commercial relationships between businesses (e.g., club selling sponsorships to companies) rather than to individual consumers.Fulfillment
Delivering all promised sponsorship assets and services per the contract. Includes tracking completion and providing proof of delivery. Related: ProposalsPipeline
The collection of prospective sponsors at various stages of the sales process. Managed in the Sponsorships module. Related: SponsorsRenewal Rate
The percentage of sponsors that renew their contracts for another term. Formula:(Renewed Sponsors ÷ Total Expiring Contracts) × 100%
Benchmark: 70-80% is healthy, 85%+ is excellent
ROI (Return on Investment)
For sponsors: the value received compared to money invested. For clubs: the efficiency of sponsor acquisition and management efforts. Sponsor ROI Formula:(Value Delivered ÷ Sponsorship Cost) × 100%
Related: Valuation Methods