Valuation
Every engagement starts here, because you cannot negotiate from a position you have not measured. This is a real inventory, anonymised.
How a valuation is built
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Inventory
Everything you could sell, including the things you have never thought of as inventory. Most clubs list about half of what they own.
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Comparables
Deals in comparable leagues, comparable audiences and comparable markets. Public where possible, and I say which are not.
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Adjustment
For your audience, your reach, your performance risk and your category exclusivity. This is the part that is judgement, and I show you the working.
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The rate card
A number per asset that you can defend in a room, with the reasoning attached, and a floor below which you walk away.
The inventory
A Segunda club, 2026/27 season
Every asset valued against comparable deals in comparable markets. The number the club had in mind was €1.1m.
| 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.