How the score works
The method is open. Every number below is a draft benchmark until more real properties have tested it. Model version 0.5, frozen 29 September 2026.
Your Sponsor-Ready Score, out of 100
| Part | Points | What it measures |
|---|---|---|
| Readiness | 70 | The eight things sponsors ask for before they sign (below) |
| Strength of what you can sell | 15 | The total loose value of your assets, on a log scale from £500 (0 points) to £100,000 (15 points) |
| Assets already on sale | 15 | The share of your assets you're already selling |
Readiness, 70 points
| Item | Points |
|---|---|
| Proof of delivery: a case study or partner report | 14 |
| Audience demographics (age, location, spend) | 11 |
| Media pack with audience numbers | 11 |
| A named person who owns partnerships | 11 |
| Rate card with prices | 7 |
| End-of-season reporting to partners | 7 |
| Activation calendar for the season | 7 |
| Standard partnership agreement | 4 |
Each item is shown rounded. Your readiness score is worked out from the unrounded total, so the maximum is 70.
Asset values
Each asset starts from a floor, the smallest deal worth doing. It then grows with the audience that matters for it: spectators or visitors, members, social followers, an opted-in email list, stream or video views, or shirts and merchandise in circulation. That total is adjusted for:
- Type of property. Fans bond with a club more than customers with a venue.
- Level. From 0.9 for grassroots to 1.3 for top flight.
- Region. The square root of regional disposable income per head against the UK average (ONS, 2023).
- Local catchment. From the first half of your postcode.
- Rights over the space. Hired or public space is valued at 60%, because you need permission and can usually only brand on the day.
Every value is shown as a range, from 70% to 140% of the middle figure. At professional and top-flight level we list your assets but hold back £ values, because deals there are priced on broadcast reach, performance and brand.
Where the benchmarks come from
Published UK rate cards and club sponsorship brochures. The football set alone holds over 550 published prices from more than 130 clubs in England, Scotland and Wales. We only use prices we could read on the page. We never use private deal data or insight from any former employer.
How we test it
We price real published offers with the model and compare. Version 0.5 put 29 of 31 test prices within a factor of two. Any change to the model gets a new version number and the same test again.
What it isn't
A loose value is a starting point for a conversation, not a price. Results are guidance, not financial or legal advice. For contracts, speak to a sports lawyer.