Valuation
See the detail →Every engagement starts here, because you cannot negotiate from a position you have not measured. This is a real inventory, anonymised.
A Segunda club, 2026/27 season
| Asset | Valued at | Before |
|---|---|---|
| Shirt front | €620,000 | Sold at €410,000 last cycle |
| Shirt back | €180,000 | Never sold separately before |
| Sleeve | €145,000 | Unsold |
| Training kit | €95,000 | Bundled, unpriced |
| Stadium naming | €520,000 | Never taken to market |
| LED and perimeter | €210,000 | Sold at €190,000 |
| Academy naming | €70,000 | Unsold |
| Total | €1.84m | The club's own number €1.10m |
The same inventory, by value. Two of the three biggest assets had never been taken to market.
Casebook
All case studies →Financial services · Segunda club · €1.2m over three years
The brief
The club had sold its shirt front to the same insurer for six years, at a number that had not moved since 2018. The insurer assumed a seventh renewal at the same price.
What I did
Valued the inventory properly, discovered the shirt front was worth roughly half again, and took it to market in a category the club had written off. Three bidders, eleven weeks.
The result
Signed at €410,000 a season on a three-year term, with a performance uplift tied to promotion.
- Deal value€1.2mwas €780k
- Bidders3was 1
- Weeks to close11—
Fee against measured media value, by season. The gap is the reason the brand renewed.
Track record
See the detail →Named where the deal is public, anonymised where it is not. The column says which.
| Year | Asset | Rights holder | Category | Value | Disclosure |
|---|---|---|---|---|---|
| 2026 | Shirt front | Segunda club | Financial services | €1.2m | Public |
| 2025 | Academy naming | Primeira Liga club | Construction | €340k | Public |
| 2025 | Sleeve | LaLiga 2 club | Energy | €410k | Under NDA |
| 2024 | Stadium naming | Segunda club | Retail | €2.1m | Under NDA |
| 2024 | Training kit | Primeira Liga club | Logistics | €180k | Public |
| 2023 | Shirt back | LaLiga 2 club | Telecoms | €290k | Under NDA |
How I work
Value it before you sell it
Every asset priced against comparable deals in comparable markets. You cannot negotiate from a position you have not measured.
Sell the category, not the logo
A brand is not buying a shirt. It is buying a reason to talk to your audience. The deals that renew are the ones with an idea in them.
Be there for the renewal
The renewal conversation starts in month three of the contract, not month thirty. Most agencies have gone by then.