Sponsorship Valuation

Chris Baylis

President and CEO, The Sponsorship Collective

October 23, 2019

8:45 a.m – 12:15 p.m., half-day workshop

What is it worth?

More than any other, this is the question that most confounds the sponsorship seeker:

What’s it worth?

The question becomes even more confounding when headlines scream of Scotiabank paying $800 million to name an arena in Toronto. That’s not the world you live in, but it must say something, mustn’t it, about the value of your property?

In this enlightening and practical half-day session, you’ll learn that there is no magic matrix, no simple spreadsheet where you can plug in your property and have it spit out a value. Your property’s value is as distinctive as your fingerprint, and in this half-day session with Chris Baylis, you’ll learn how to determine that value in a manner that sponsors will understand and accept.

You’ll emerge from this session with newfound confidence in your valuation methodology. Your revenue forecasts will become more accurate and your performance against budget will improve. Ultimately, you will see far steeper sponsorship revenue growth for your organization.

Who this session is for

Anyone soliciting corporate sponsorship must have a solid grounding in valuation principles. Without it, you risk asking too little and leaving money on the table, or asking too much and returning home empty-handed.

What you will learn

  • Identifying properties
  • How to build a sponsorship inventory
  • What you need to know about your audience
  • How to value tangible assets
  • How to determine your brand value
  • How to apply brand value to asset value
  • How to develop and value activation programs
  • How to tie it all together into a solid property valuation.

Bonus for attendees

All attendees of Sponsorship Valuation will receive one year of free access to The Sponsorship Collective’s cloud based valuation software.


The Registration Desk is open. Click here to register.

Completion of Sponsorship Valuation will earn 3.5 points toward the CFRE International application for initial certification and/or recertification.