How the assessment works
This page explains how allez. assesses sponsorship readiness and produces indicative pricing guidance, including the evidence, assumptions and limitations. Every number is a draft benchmark until more real clubs and events have tested it. Assessment version 0.6, pricing model version 0.6, 29 October 2026.
What the health check gives you
Three separate outputs, kept apart on purpose so none of them is presented as a single definitive measure:
- Sponsorship readiness. How prepared you are to approach and support sponsors, scored out of 100.
- Opportunities. What you could offer, improve or package differently, with the status you give each one.
- Pricing comparisons. Indicative ranges for each opportunity and, for football clubs, published asking prices from clubs at your level.
Your sponsorship readiness assessment
Readiness measures preparation only: how you understand your audience, present your opportunities and deliver for sponsors. It doesn't include your size or how many opportunities you have, so a small, well-organised club can score highly, and finding another opportunity can never lower your score.
The foundations used to assess your sponsorship preparation, and their weights:
| Foundation | Weight | Why it's weighted this way |
|---|---|---|
| An audience profile covering relevant characteristics, interests and location | 14 | Sponsors buy access to an audience. Without a profile, everything else is harder to price. |
| Defined sponsorship packages and asking prices | 14 | A clear offer is what turns interest into a conversation about price. |
| An up-to-date sponsorship brochure with audience information | 12 | Usually the first thing a sponsor sees. |
| A named person responsible for sponsorship | 12 | Someone has to own contact, delivery and renewals. |
| A clear record of which branding and commercial rights you control | 10 | You can only sell what you control. |
| A case study or report showing what a previous partnership delivered | 10 | Evidence of delivery. Not applicable if you have no sponsors yet. |
| A process for reporting results to sponsors | 10 | Supports renewals. Weighted lower than before so it doesn't double-count with the case study. |
| A delivery plan covering agreed partner activity | 10 | Makes sure what was sold gets delivered. |
| A written partnership agreement covering rights and responsibilities | 8 | Protects both sides. Speak to a sports lawyer for contracts. |
Each foundation is answered In place (full weight), Partly in place (half) or Not yet (none). Not applicable items are left out and the rest scaled to 100. The bands are: 70 and over, well prepared; 40 to 69, a useful starting point; under 40, early stages.
Opportunities and their status
Opportunities appear only when your answers suggest them: for example, permanent venue branding rights unlock naming rights and external signage. You then give each one a status: Available to offer, Advertised, not yet sold, Already contracted, Included in another package, Not available or Not sure. Advice about current partners only appears when you tell us you have sponsors and at least one right is contracted. Each opportunity also shows its commercial basis (a sponsorship fee, products or services, affiliate commission, or merchandise or hospitality revenue), because these are different kinds of value and are never added together. Recommendations are ranked by fit with your type of organisation, availability, the effort involved and the time you told us you have.
Indicative pricing
The model uses a starting assumption for each opportunity, the smallest deal worth doing. Relevant audience measures are used to adjust the estimate: spectators or visitors, members, social media followers, email subscribers, stream or video views, or branded clothing in circulation. That total is then adjusted for:
- Organisation type. Included as a modelling assumption. Actual audience relationships vary between organisations.
- Level. From 0.9 for grassroots to 1.3 for top-tier professional.
- Region. Regional income data provides broad economic context: the square root of regional disposable income per head against the UK average (ONS, 2023).
- Local catchment. A postcode-based catchment estimate. This does not measure your actual audience or customer base.
- Venue rights and permissions. You tell us which branding rights you have. Permanent rights are priced in full. Branding only during your events, only with the venue owner's permission, or where you're not sure, is priced at 60%. No rights means no venue opportunities.
Indicative ranges use a standard allowance around the model estimate, from 70% to 140% of the middle figure. They are not statistical confidence intervals. Each range is for one opportunity and they should not be added together: opportunities can overlap or form part of a wider package.
Where few published prices exist to check against, the range is marked Limited evidence. Where the evidence is too weak to give a figure at all (armed forces programmes, member benefit schemes, contact-collecting fan zones, product sampling and personal appearances), we say it's priced case by case. At professional and top-tier level we identify potential opportunities but do not provide automated price estimates, because deals there are priced on broadcast reach, performance and brand.
Version 0.6 added stand naming, pitch or court naming and training kit as separate opportunities. Their starting values are draft judgements with limited evidence. All version 0.5 values are unchanged.
Sources used for pricing guidance
Published asking prices are recorded from accessible source material: UK clubs' own websites, sponsorship brochures and price lists. The football set holds 563 published prices from 133 clubs in England, Scotland and Wales: 546 from clubs' own sources and 17 from sponsorship marketplace listings. We never use private deal data or insight from any former employer.
These are asking prices, not achieved deal values. Clubs often discount, bundle or negotiate. We show a median only where at least 3 clubs publish a price, and each figure is a median of club prices, so one club with many packages doesn't skew it.
How we evaluate the estimates
In a test of 31 published prices, 29 model estimates were between half and twice the published asking price. This measures agreement with those examples, rather than accuracy against completed deals. It's a wide band, and we say so. Any change to the model gets a new version number and the same test again. Future tests will use examples kept separate from those used to build the model, and report results by opportunity type and level.
Your figures
Audience figures must be whole numbers of zero or more. Very large figures prompt you to check them, and figures beyond a safe limit are refused. If you're new and don't have audience figures yet, you can still complete the check: you get your readiness score, opportunities and priorities, but no indicative prices, because those depend on audience.
Optional commercial detail
Commercial managers can add asking prices, existing fees, agreement terms and end dates, exclusivity and delivery costs. This detail is used on your results page and in your spreadsheet download. It stays in your browser and isn't sent to us or stored.
Funding and grants
Your results include funding routes that may be worth checking: grants, crowdfunding with match funding, loans, awards with prize money, and CASC status. This is information only. We don't assess eligibility, because funders set and change their own rules.
The list is curated by hand from each funder's own page or a published summary, with the amount, key requirements, how to apply and a link to the source. We match on your nation, sport, type of organisation, legal structure, venue and the programmes you run. Every entry shows the date it was last checked, and we re-check the list monthly. Always read the official page before you apply.
Limitations and appropriate use
An indicative estimate is a starting point for pricing discussions. It does not establish an achievable selling price or forecast sponsorship income. Results are guidance, not financial or legal advice. For contracts, speak to a sports lawyer.