Sponsorship Valuation Templates

Summary

In this training session, Chris Bales from the Sponsorship Collective discusses the critical topic of sponsorship valuation, emphasizing its importance for securing better deals. He introduces viewers to two valuable templates: an Excel sheet for manual calculations and a designed template for internal discussions. Bales also provides a glimpse of a sophisticated valuation calculator used by clients, highlighting features like ROI analysis and asset breakdowns. He encourages audience engagement by inviting comments for free resources and offers consultation calls for personalized support, making the session both informative and interactive.

Takeaways

• 😀 Join the Sponsorship Collective's Facebook group for free weekly training, templates, and community support.
• 📈 Understanding sponsorship valuation is crucial for securing high-value sponsorships, despite being a challenging topic for many.
• 📊 Two types of valuation templates are shared: a detailed calculator and simplified Excel/Google Sheets templates.
• 💡 The valuation calculator showcases how to add assets and calculate total sponsorship value, emphasizing realistic valuations.
• ⚠️ Avoid unrealistic charges; use caution when estimating values (e.g., do not charge $1.8 million for a short speaking engagement).
• 📋 A bucket view of valuation provides sponsors with an overview rather than detailed line items, making it easier to understand.
• 💻 The Excel template allows users to input values based on market research and compare them to rate cards for accuracy.
• 🛠️ Hard costs associated with sponsorship activations should be included in valuation calculations to provide a comprehensive view.
• 📞 Viewers are encouraged to book a call for personalized assistance with valuation processes and access to advanced tools.
• 👍 Engagement is encouraged through comments like 'Show me the money' to receive templates and support the creation of more free content.

Q & A

What is the main focus of the video presented by Chris Bales?

The video focuses on sponsorship valuation, providing insights, templates, and a behind-the-scenes look at a valuation calculator used by their clients.

How can viewers access the valuation calculator templates mentioned in the video?

Viewers can access the templates by commenting 'show me the money' in the comments section.

What is a key feature of the valuation calculator shown in the video?

The valuation calculator allows users to add individual assets to their activation and provides a detailed line-by-line breakdown of the valuation.

What caution does Chris Bales give regarding the values used in the valuation calculator?

He cautions that the values presented are entirely made up for demonstration purposes and should not be used as actual charges to sponsors.

What is the recommended ROI (return on investment) that should be aimed for when valuing sponsorships?

Chris suggests aiming for a two-to-one or three-to-one ROI when determining the value of sponsorship opportunities.

What are the differences between the three valuation tools mentioned?

The first is a software tool accessible to clients; the second is an Excel spreadsheet for manual calculations; and the third is a simplified template for educational purposes.

What is the significance of including hard costs in the sponsorship valuation?

Including hard costs is essential to accurately reflect the total value of a sponsorship opportunity, ensuring that sponsors are charged for all associated expenses.

How does Chris recommend determining market values for sponsorship assets?

He recommends pulling rate cards that indicate what companies are paying for similar advertising and marketing opportunities in the marketplace.

What type of sponsorship opportunities should use the detailed valuation process discussed in the video?

The detailed valuation process is recommended for sponsorship opportunities in the high five-figure to six-figure range, and even into seven figures.

What call-to-action does Chris provide for those interested in further discussions about valuation?

He encourages viewers to book a 15-minute call with his team to discuss how a more involved valuation could benefit them.