ALPHA-value and BETA-value tell of a sponsorship's value

Sponsoring contains more than mere advertising or VIP-services. Each sponsorship contains facets of patronage, good will and an image campaign. Obviously, these cannot be measured in an independent evaluation of advertising opportunities. On the other hand, patronage, good will and image campaigns do play a role in the evaluation of a sponsoring-package.

In order to account for this fact, the Sponsor-Meter delivers two values: ALPHA-value and BETA-value. The ALPHA-value describes those services relevant to the sponsor according to the prices on the market.

These are:

a. Advertising services and PR in the media (TV, print, radio, internet etc.)
b. Advertising services and PR on site of the event’s location
c. All types of product presentations and sales
d. All VIP- and hospitality services
e. All rights granted to a sponsor

The BETA-value calculates in how far a particular sponsorship justifies bonuses or reductions in relation to the ALPHA-value.

The BETA-value is based on:

a. The fitting between the sponsor’s industry and products and the sponsorship
b. The fitting of image, awareness etc. between sponsor and sponsor-seeker
c. Specifics of the sponsor, e.g. the company’s position in the market

Sponsoring-partnerships can only be evaluated regarding the context of the company and its industry. It is therefore hardly possible to establish something like a general “pricelist” for sponsor-services. Each company follows its own targets and strategies and therefore requires well-suited services.