Costigan & Associates’ evaluation process is based on a conservative philosophy with an overarching objective of arriving at the fair market value for sponsorship opportunities. Read more on the background of our Evaluation Methodology.

Sponsorship Analysis
Our Sponsorship Analysis will determine the true value a company should receive from all benefits included in its sponsorship package, along with providing strategic insight on ways to increase the value of the sponsorship. Typical steps include:

• Conducting an extensive analysis of the impressions that are generated from all benefits and determining the value each component represents.
• Analyzing specific values that may result from hospitality and image association.
• Calculating a cost/value ratio to determine if the partner is receiving value that is commensurate with the cost of its sponsorship package.
• Providing a solid foundation for negotiations.

Property Analysis
Our Property Analysis will assist in determining the true value of a property’s sponsorship assets that can be delivered to potential sponsors in all major sponsorship categories (e.g., official partners, soft drink, footwear, founding partners, etc.) Specifically, the key steps include:

• Identifying the benefits a corporation could receive/or is receiving through its sponsorship. After compiling all the data needed to analyze the benefits, we determine the amount, quality and true defensible value of the exposure from the benefits delivered.
• After the data has been thoroughly analyzed, we summarize, document and communicate the quantifiable value the property represents as a sponsorship entity.
• Assisting the property in creating comprehensive and integrated sponsorship packages.
• Providing strategic recommendations on the most effective way to maximize the property’s sponsorship assets.
• Providing a solid foundation for negotiations.

Naming Rights Analysis
Our Naming Rights Analysis will assist in determining the true value of your property’s naming rights assets. Further, it will provide your property with strategic insight to ensure you receive maximum value over the life of the naming rights contract. Specifically, a Costigan & Associates Naming Rights Analysis will go through the following process:

• Identifying the benefits a corporation receives through its sponsorship. After compiling all the data needed to analyze the benefits, we determine the amount, quality and true defensible value of the exposure from the benefits delivered.
• After the data has been thoroughly analyzed, we summarize, document and communicate the quantifiable value your property’s naming rights assets represent and provide strategic recommendations on the most effective way to maximize those assets.
• Providing an objective third-party opinion of the value of the naming rights assets based on industry standards and our combined industry experience.
• Analyzing specific values that result from name and image association with the property.
• Developing (in conjunction with your property’s administrators) a strategy that may be used as a road map in implementing a sales campaign.

Media Analysis
Through our Media Analysis service, Costigan & Associates will determine the domestic in-broadcast value that a given sponsorship delivers through all exposure elements. Key steps include:

• Determining the seconds of exposure during TV broadcasts.
• Quantifying the number of impressions delivered.
• Calculating the value received by your company from its exposure in TV broadcasts.
• Providing recommendations (if appropriate) to improve the value of the in-broadcast exposure for your company.

Sponsorship Performance Index
Our Sponsorship Performance Index (SPI) utilizes our popular analysis and market research services to create a comprehensive report that includes the cost/value ratio and impact on your brand. The SPI is designed to help you accomplish your objectives in a cost-effective fashion.

The sponsorship analysis will determine the true value your company is receiving from all benefits of your sponsorship package and provide strategic insight regarding ways to increase the value of the sponsorship and cost per awareness point. Simultaneously, the market research piece of the SPI helps you understand how well your company is recognized by the property’s fans as a sponsor of the property and whether this recognition translates into an improved perception and product preference for your company [more about our Research Services].