NAMING RIGHTS VALUATION

VALUATION OF FACILITY, EVENT, LEAGUE, AND CONFERENCE NAMING RIGHTS THROUGH DATA-DRIVEN ANALYSIS

Naming rights opportunities extend far beyond athletics — spanning arenas, stadiums, recreation centers, academic buildings, esports facilities, events, tournaments, districts, leagues, and more. CSMG’s Naming Rights Valuation service provides a clear, defensible understanding of what a naming entitlement is truly worth.

Our team analyzes property visibility, audience reach, event usage, media exposure, digital footprint, community impact, and brand integration opportunities to define a market-aligned value backed by real data. We help clients confidently price naming rights packages and position them effectively for long-term partnerships.

What We Deliver

  • A complete review of the property including building footprint, event usage, audience reach, digital distribution, and year-round visibility

  • Exposure modeling across all channels — onsite, broadcast, streaming, digital, social, environmental, and community-facing touchpoints

  • A defensible valuation model grounded in impressions, market CPMs, category demand, and naming rights benchmarks

  • Market benchmarking and comparable deal analysis across collegiate, professional, entertainment, and municipal naming rights to ensure alignment with current industry standards

  • Insight into premium value areas including high-visibility placements, digital extensions, and brand-integration opportunities

  • Evaluation of your brand and IP to understand how institutional reputation, community relevance, and property identity influence naming rights value

  • Strategic packaging recommendations outlining how to structure the naming entitlement with supporting assets

  • A sales-ready valuation report and presentation deck built for leadership approval and external sponsor conversations

Our Methodology

CSMG’s approach integrates industry standards with proprietary analytics to produce clear and credible naming rights valuations. We collect detailed property data — including event usage, audience metrics, building footprint, digital distribution, and visibility points — and combine it with exposure modeling, impression forecasting, category analysis, and CPM-based market valuation.

Each valuation is benchmarked against comparable naming rights deals across sports, entertainment, education, and municipal sectors. The result is a transparent, data-aligned valuation along with strategic recommendations that help you position the opportunity effectively.

Why Naming Rights Valuation Matters

  • Naming rights deals often span 5–15 years — accurate valuation protects long-term revenue

  • Properties risk underpricing major opportunities without clear modeling

  • A defensible valuation strengthens negotiation leverage with brands and agencies

  • Understanding exposure across physical, digital, and media channels ensures every component of the property is captured

  • Benchmarking against comparable properties supports internal approvals and external sales efforts

  • Strategic packaging elevates the value of the naming entitlement and connected assets

READY TO UNDERSTAND THE FULL MARKET VALUE OF YOUR NAMING RIGHTS OPPORTUNITY?

Our team will build a comprehensive, defensible valuation that helps you price confidently and engage prospective partners with clarity.

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