Skip to main content

​
How to Create Sponsorship Valuations

Create data-driven sponsorship valuations using industry-standard CPM (Cost Per Mille) methodology. Calculate accurate sponsorship ROI by combining sales revenue, media exposure across TV and digital channels, social media metrics, and brand value indicators. Valiyou’s valuation system helps sports clubs, agencies, and brands quantify the true monetary value of sponsorship opportunities with transparent, auditable calculations.

​
Getting Started

To create a new valuation:
  1. Navigate to Valuations → Valuations in the sidebar
  2. Click “New Valuation” button
  3. Fill in the form sections below
  4. Save as draft or approve immediately
Permissions Required: You need at least one of these permissions: Edit Sales Value, Edit Transfer Value, Edit Marketing Value, or Edit Brand Value.

​
Valuation Form Sections

The valuation form is divided into multiple sections, each capturing different value components.
Valiyou New Valuation Form with sections for sales value, player transfers, media metrics including TV broadcasting, web TV, PR press, digital advertising, social media analytics, match attendance, hospitality tracking, and brand value indicators

​
1. Valuation Date

Select the date for this valuation. This helps track valuations over time and compare historical data. Field:
  • Date - The date this valuation represents (defaults to today)
Use consistent dates (e.g., end of each quarter) for easier time-series analysis in reports.

​
2. Sales Value

Capture revenue from merchandise and matchday ticket sales. Fields:
  • Merchandise Revenue - Total revenue from club merchandise sales
  • Matchday Revenue - Revenue from ticket sales and matchday events
Permission: Edit Sales Value (Enterprise)
Currency: All monetary values use your organization’s base currency (set in Settings).

​
3. Player Sales (Optional)

Feature Availability: Player sales tracking requires Professional or Enterprise plan.
Track individual player transfers and their financial impact. For each player sale:
  • Player Name - Name of the sold player
  • Sale Value - Transfer fee received
Click “Add Player Sale” to add multiple transfers. The total is automatically calculated. Permission: Edit Transfer Value (Enterprise)

​
4. Media Value

Media value is calculated across multiple channels. Each channel has its own section with specific metrics.

​
TV Broadcasting

Television broadcast exposure value. Fields:
  • Duration (minutes) - Total minutes of TV exposure
  • Size Category - Logo size on screen as % of screen area: Small ≤1% (0.2x), Medium 1-5% (0.7x), Large 5-15% (1.0x), Extra Large >15% (1.5x)
  • CPM - Cost per thousand viewers
  • Viewers - Total number of TV viewers
Permission: Edit Marketing Value (Enterprise)
CPM (Cost Per Mille): CPM represents the cost per 1,000 impressions. Typical values range from €5-€50 depending on audience quality.

​
Web TV

Online streaming and web TV exposure. Fields:
  • Views - Total number of web TV views
  • CPM - Cost per thousand views
Permission: Edit Marketing Value (Enterprise)

​
PR & Press

Traditional media and press reach. Fields:
  • Reach - Total audience reached through PR
  • CPM - Cost per thousand reach
Permission: Edit Marketing Value (Enterprise)

​
Digital Advertising

Digital banner ads and online advertising impressions. Fields:
  • Impressions - Total digital ad impressions
  • CPM - Cost per thousand impressions
Permission: Edit Marketing Value (Enterprise)

​
Social Media

Social media presence and engagement value.
Valiyou Social Media Valuation Section featuring follower-based metrics, impression tracking, engagement analytics with CPM calculations for Facebook, Instagram, TikTok, YouTube, and automated SocialDeepDive plugin integration
Follower-based metrics:
  • Followers - Total social media followers
  • Followers CPM - Cost per thousand followers
Impression-based metrics:
  • Impressions - Total social media impressions
  • Impressions CPM - Cost per thousand impressions
Engagement-based metrics:
  • Engagements - Total likes, comments, shares
  • Engagements CPM - Cost per thousand engagements
Social DeepDive Plugin: Enable the SocialDeepDive plugin to automatically fetch social media metrics from your connected accounts (Facebook, Instagram, TikTok, YouTube). See SocialDeepDive for Valuation for setup details.
Permission: Edit Marketing Value (Enterprise)

​
Match & Hospitality

Physical attendance and hospitality value. Attendance:
  • Attendance - Total match attendance
  • Attendance CPM - Cost per thousand attendees
Hospitality:
  • Hospitality Guests - Number of VIP/hospitality guests
  • Value per Guest - Average value per hospitality guest
Permission: Edit Marketing Value (Enterprise)

​
5. Brand Value

Qualitative brand strength indicators that multiply the total calculated value. Brand Indicators (1-10 scale):
  • Popularity - Brand awareness and recognition
  • CSR - Corporate Social Responsibility perception
  • Culture - Brand culture and identity strength
  • Loyalty - Fan and stakeholder loyalty
Each indicator impacts the final valuation through a qualitative multiplier. Permission: Edit Brand Value (Enterprise)
Default Values: Your organization’s default brand values (set in Settings) are pre-filled for new valuations.
Industry Typical Ranges (reference guide):
Sport/SectorPopularityCSRCultureLoyalty
Premier League Football8-106-88-108-10
Championship Football6-85-77-97-9
Basketball (Top League)6-86-86-86-8
Tennis (Professional)5-77-96-85-7
Motor Racing7-95-77-98-10
Olympic Sports4-68-108-106-8
Esports6-84-67-98-10

​
Calculation Summary

Click the calculator icon in the bottom right to open the calculation drawer. The drawer shows:
  • Sales Value - Total from merch + matchday + player sales
  • Media Value - Total from all media channels (TV, web TV, PR, digital, social, match & hospitality)
  • Qualitative Multiplier - Brand value impact (0.6x - 1.4x)
  • Final Total Value - Complete valuation with all components
Live Calculation: Values update in real-time as you fill in the form. Use the calculator drawer to see how each change affects the total.

​
Saving Your Valuation

​
Save as Draft

Click “Save as Draft” to save your work without approval. Drafts allow you to:
  • Continue editing later
  • Share with colleagues for review
  • Complete data collection over time
Drafts appear in the Valuations list with a “Draft” badge.

​
Approve Immediately

Click “Approve” to finalize and approve the valuation. Approved valuations:
  • Are locked from editing (create a new version to make changes)
  • Appear in reports and analytics
  • Can be used for sponsor proposals
  • Show an “Approved” badge
Approval is Final: Once approved, valuations cannot be edited. You’ll need to create a new valuation to make changes.

​
Tips for Accurate Valuations

​
Data Collection

  1. Gather all data first - Collect metrics from all channels before starting
  2. Use consistent periods - Match all metrics to the same time period
  3. Verify CPM rates - Check industry standards for your market
  4. Document sources - Keep notes on where metrics came from

​
CPM Guidelines

Typical CPM values by channel:
  • TV: €20-€50 (varies by time slot and audience)
  • Web TV: €5-€15
  • PR: €3-€10
  • Digital: €2-€8
  • Social: €5-€15 (higher for engagement)
  • Attendance: €10-€20
Adjust CPM rates based on your specific market, sport category, and audience demographics.

​
Brand Value Scoring

  • Be realistic - Overinflated scores reduce credibility
  • Use comparisons - Score relative to competitors in your market
  • Consider trends - Factor in recent changes (scandals, successes)
  • Get multiple opinions - Brand perception varies by stakeholder

​
Common Issues

​
Missing Permissions

If you see “Access Denied” or greyed-out fields:
  • Check your permissions with your organization admin
  • Enterprise plans unlock granular field permissions
  • At minimum, you need one of: Sales, Transfer, Marketing, or Brand editing rights

​
Calculation Seems Wrong

If the final value looks incorrect:
  • Check CPM values (common mistake: entering as € instead of per-thousand)
  • Verify all fields use the same currency
  • Ensure attendance/impressions are in correct units
  • Review brand indicators (they multiply the total by 0.6x - 1.4x)

​
SocialDeepDive Not Working

If automatic social metrics aren’t loading:
  • Verify the SocialDeepDive plugin is enabled (Platform → Plugins)
  • Check that social accounts are connected
  • Ensure you have the required plan tier (Professional/Enterprise)
  • Manual entry is always available as fallback
See SocialDeepDive Plugin Documentation for troubleshooting.

​
Next Steps

After creating a valuation:

View in Dashboard

See overview and key metrics

Analyze Trends in Reports

Generate detailed reports and analytics

Create Proposals

Use valuation data in sponsorship proposals

Compare Valuations

View and compare historical valuations
Create valuations regularly (monthly or quarterly) to track value trends over time and demonstrate growth to sponsors.

​
Frequently Asked Questions

CPM (Cost Per Mille) is an industry-standard pricing model that calculates the cost per 1,000 impressions or views. Valiyou uses CPM to convert media exposure (TV broadcasts, social media, digital ads) into monetary value. For example, if your CPM is €10 and you have 500,000 impressions, the calculated value is €5,000. This provides transparent, auditable sponsorship valuations.
In the Media Value section, enter TV broadcasting data including total seconds of exposure, number of viewers, and your CPM rate. Valiyou automatically calculates the monetary value based on these metrics. You can track both regular TV broadcasts and Web TV/streaming separately.
Yes! The Social Media section lets you track metrics from Facebook, Instagram, TikTok, YouTube, and LinkedIn. Enter follower counts, impressions, and engagement data. For automated tracking, integrate the SocialDeepDive plugin which syncs metrics directly from social platforms.
Sales Value tracks direct revenue from merchandise and matchday ticket sales. Media Value calculates the monetary worth of brand exposure across TV, digital, social media, and other channels using CPM methodology. Both contribute to the total sponsorship valuation but measure different value sources.
Player sales (transfers) can be included in valuations to show the total economic impact of your club’s operations. Enter each player’s name and transfer fee received. This is particularly relevant for demonstrating overall brand value and market position to sponsors.
Brand Value Indicators are qualitative metrics like brand awareness, fan engagement, community impact, and market position. These complement quantitative metrics (sales, media) to provide a holistic view of sponsorship value. Available on Professional and Enterprise plans.
Yes! When creating a valuation, you can save it as a draft to continue editing later, or approve it immediately to include it in reports and analytics. Draft valuations don’t appear in dashboard metrics until approved.
We recommend creating valuations monthly or quarterly to track value trends over time. Consistent timing (e.g., last day of each quarter) makes time-series analysis easier and helps demonstrate growth patterns to sponsors and stakeholders.
You need at least one of these permissions: Edit Sales Value, Edit Transfer Value, Edit Marketing Value, or Edit Brand Value. Admins have all permissions by default. Check with your organization admin if you don’t see the New Valuation button.
Yes! After creating valuations, navigate to Reports to generate detailed PDF reports with charts, trends, and metrics. These professional reports are perfect for board meetings, sponsor renewals, and stakeholder presentations.