Stop guessing what a sponsorship is actually worth.
A working five-tab calculator, a step-by-step companion guide, and a market rate cheat sheet — everything you need to evaluate any sponsorship with confidence before you sign.
A sponsorship proposal lands on your desk. The package looks reasonable. The price seems plausible. The organizer is confident. Your CEO is enthusiastic.
And you have no structured way to answer the question that actually matters:
Most organizations can’t answer that question. Not because they lack intelligence — because they lack a repeatable process for pricing individual assets. Logo placement, naming rights, speaking slots, hospitality, digital presence — each one has a market value. Most sponsorship decisions never break the bundle apart to find it.
That’s what this calculator is built to do. And it works for cash deals and in-kind contributions alike.
At Carbeny, we’ve evaluated hundreds of sponsorship opportunities. The ones that went badly almost never failed because the opportunity was wrong. They failed because there was no structured process to evaluate it before the cheque was signed. The Sponsorship Asset Valuation Calculator is that process — built so you can run it yourself, on any deal, any time.
Three tools. One decision made with confidence.
Sponsorship Asset Valuation Calculator (.xlsx)
A working five-tab Excel spreadsheet. Inventory assets, estimate value per asset, compare against the asking price, and get a plain-English result — automatically.
- Works for cash and in-kind sponsorships
- Gap calculates automatically — flags when it exceeds 30%
- Negotiation notes tab built in
- Live threshold check tells you when to bring in a professional
Companion Guide (.docx)
Walks you through every tab in plain language — what to enter, how to think through each asset category, and how to read your results.
- Covers cash and in-kind sponsorships
- Explains gap percentages and what to do next
- Quick reference table at the back
Sponsorship Asset Benchmark Cheat Sheet (.pdf)
General North American market rate ranges for every asset type, organized by event scale tier — so you’re never guessing at a number when you open the Valuation tab.
- Small/Local, Mid/Regional, and Large/National tiers
- Covers all asset categories in the calculator
- Key value drivers for each asset type
Built for the person who has to make the call.
This calculator is designed for PR and communications professionals, marketing managers, organizational leaders, and mid-tier business owners who evaluate sponsorship opportunities and need to defend those decisions to leadership — or to themselves.
- You receive sponsorship proposals regularly and want a consistent way to evaluate them
- You’ve said yes to something that didn’t deliver — and want a process that prevents that
- You’re evaluating a mix of cash and in-kind sponsorship opportunities
- You need to present a recommendation to a CFO, board, or executive team
- You want to know whether the asking price is fair before you negotiate
- Sponsorship Asset Valuation Calculator (.xlsx)
- Companion Guide — step-by-step walkthrough (.docx)
- Benchmark Cheat Sheet — market rate ranges (.pdf)
- Instant download — all three files delivered immediately
- Use on any number of sponsorship evaluations
🔒 Secure checkout via Stripe · Instant download after purchase · Questions? hello@carbeny.ca
Before you buy.
Do I need to be a spreadsheet expert to use the calculator?
Does it work for in-kind sponsorships, not just cash?
What format are the files? Do I need special software?
How is this different from the free Sponsorship Decision Toolkit?
What if I need more than a self-serve tool?
The next sponsorship proposal that lands on your desk deserves a real answer.
Stop evaluating bundles. Start valuing assets. Know whether the price is fair before you sign.
Get the Bundle for $97 USD →