What is your sponsorship inventory actually worth?
Put in your real audience numbers and a CPM you can defend. This works out what your digital placements are worth and suggests a tier structure. Nothing is sent anywhere.
Your numbers
Rough figures are fine. Change anything and the result updates.
What your club actually pays per thousand impressions when it boosts a post. A real transaction beats an industry benchmark, because a sponsor cannot argue with your own ad account.
Leave at zero if you have no app. The calculator will show what one would add.
Digital placements only. Kit, boards and broadcast are separate.
Counted impressions (site, app, newsletter) are shown separately from measured social exposure, because a sponsor's media agency will ask which is which.
Suggested tier structure
Built from the total above, using gaps wide enough that each tier is a different proposition.
Tiers must differ in kind, not quantity. If the only difference is volume, every prospect negotiates down. See tiered sponsorship packages.
How this is calculated
Every figure comes from impressions multiplied by your CPM, then adjusted for attention. Nothing here is invented.
| Placement | Impressions assumed | Attention multiplier |
|---|---|---|
| Website | Sessions × 2.4 pages, one placement per page | 1.0× |
| App match centre | Actives × 8 sessions a month | 1.9× |
| Social exposure | Posts × average reach | 0.45× |
| Newsletter | Subscribers × 4 sends × 38% open | 1.3× |
The social multiplier is deliberately low. Reach reported by a platform is not the same as a logo being seen, and discounting it heavily is what makes the rest of your report credible.
App impressions are the highest multiplier because the match centre is opened in most sessions and held on screen for minutes rather than seconds. If you can show that from your own analytics, it is defensible.
What this does not include
Kit, perimeter boards, hospitality, player appearances and broadcast exposure. Those are real and often larger, but they are modelled rather than counted, and mixing them into one figure is the fastest way to lose a media agency's trust. See how to price sponsorship inventory.
Common questions
How do you value sponsorship inventory for a sports club?
Start from a cost per thousand impressions you can defend, ideally the CPM your own club pays for paid social, then multiply by the impressions each placement delivers and apply a premium for placements with demonstrably higher attention.
What CPM should a sports club use?
The most defensible figure is what your own club pays per thousand impressions when it boosts a post, because it is a real transaction in your own ad account rather than an industry benchmark a sponsor can dispute.
What is a reasonable attention premium?
A match centre opened in most app sessions justifies roughly 1.9 times baseline. A push notification around 1.6. A vote or prediction around 1.4. A website footer is worth less than baseline, around 0.6.
How many sponsorship tiers should a club have?
Three or four. Each tier must contain something the tier below cannot buy at any price, such as category exclusivity or front-of-jersey placement.
Send us one season. We’ll show you what it was worth.
Give us your social accounts and a partner list. We come back with the exposure those partners already received, measured, before anything is signed. No cost, no commitment.