Calculation
Formula
Package value = media value of estimated impressions + hospitality value + rights and production value.
The sponsor fit adjustment changes the midpoint. The calculator then shows a range from 80% to 125% of that midpoint.
Free calculator for commercial teams and sponsors
Estimate the annual price of a football sponsorship package using matchday reach, social reach, media value, rights and hospitality.
Calculation
Package value = media value of estimated impressions + hospitality value + rights and production value.
The sponsor fit adjustment changes the midpoint. The calculator then shows a range from 80% to 125% of that midpoint.
Example
With 500 spectators across 18 matches, three matchday exposures each, plus 12 social posts reaching 25% of 12,000 followers, the package creates about 63,000 estimated impressions.
At a £12 CPM, that contributes £756. Add £4,000 of rights and hospitality and a 110% fit multiplier: the midpoint is about £5,232.
Limits
Common questions
Add the value of measurable audience exposure, sponsorship rights, content, hospitality and activation. Then compare the result with similar local sponsorship deals.
Use a comparable advertising rate for the sponsor's target audience. A local or specialist audience may have a different value from a broad national audience.
No. Media value is only one part of the price. Exclusivity, access, content rights, hospitality and sponsor fit also affect the deal.
Sources
These sources support the calculation and definitions used on this page:
Last reviewed: 20 August 2026