IGHTS VALUATION

Many facilities, athletic departments and marketing/sales organizations are unsure of the true strength of their marketing rights or the actual ROI associated with their existing advertising inventory. The principals of AJP have managed some of the largest marketing-rights deals in professional and college sports. AJP can offer clients an objective analysis of their current advertising inventory and sponsorship programs and then provide a detailed overview of what potential options exist to lower costs and expand current revenue streams.

Following a comprehensive analysis of the existing infrastructure, AJP will offer recommendations around the enhancement or restructuring of sales programming, creation of new inventory and options related to the potential viability of outsourcing marketing rights. In cases where outsourcing is not a preferred option, it remains critical to know the value of your assets and, most importantly, to know if your sales efforts are efficiently targeting the most lucrative business opportunities.

As part of the process, AJP will work with each client and their internal staff to tactfully explore, and communicate with existing donors, sponsors and advertisers to evaluate fulfillment satisfaction. Our review will also take into account the intangible values related to the performance of primary tenants (teams), preferred local and regional sponsorship participation, increased/decreased profile of specific venue(s) based on event scheduling and, ongoing/upcoming enhancements planned around technology driven or general facility upgrades. In cases where outsourcing is an option under consideration, AJP will work with its clients to determine the proper strategy to maximize the competition for advertising inventory and the marketing rights as a whole. AJP can manage the process, including preparation of documentation and correspondence (RFP, amendments, budgeting, addendums, etc.), bid evaluation and analyses and contract negotiations.