The Hueson Method
Know what your sponsorship is worth, and what you are leaving on the table
Most clubs price sponsorship off legacy, a figure set years ago and never tested. We build it the other way, from the ground up. Every asset you hold is valued through the engine that fits it, as a defensible range with a recommended figure, covering what you sell today and what you have never brought to market.
- Every asset valued as a range with a recommended figure, not a single number nobody can defend
- What you already sell and what you do not yet, so idle revenue is measured rather than guessed
- An independent valuation with no stake in your rate card, which is what lets you show a sponsor the value behind the price
Who this is for
If one of these is you, this is worth your time. If none of them is, the rest of what we do probably fits better.
Club
Community, junior, semi-pro or elite
Your rate card was set at some point and carried forward. Nobody currently at the club can say where the numbers came from, which makes them impossible to defend and impossible to raise.
What that looks like
- A defensible figure for every asset, from front of jersey down to matchday
- The unsold inventory you have never thought to price
- A number you can hold in a negotiation because somebody independent set it
Association or governing body
League, state or national body
You are pricing rights across a whole competition, and the assets a competition owns (broadcast, naming, digital) are exactly the ones with no local comparison to price against.
What that looks like
- Valuing competition-level rights that no club-level rate card covers
- A consistent basis for pricing across every club in the competition
Event or competition
Tournament, carnival, series
A one-off property has no price history at all. The valuation is the only way to walk into a sponsor conversation with a number rather than an ask.
What that looks like
- Pricing an event from scratch, with nothing to carry forward
- Knowing what to charge before the first approach goes out
One method, three engines
A fence sign, a sponsored post and a corporate table do not earn their value the same way. We sort every asset by who sees it and when, then value it through the engine that fits.
Live exposure
Assets seen by the matchday crowd. Signage, on-field apparel, ground announcements.
Beyond matchday
Assets seen away from game day. Social, email, content, broadcast.
Everything else
What the first two do not capture. Functions, events, appearances, hospitality.
What you actually receive
A written document that stands on its own after we leave, plus the visit that produced it.
- A valuation schedule, asset by assetEvery asset listed, with an indicative range and the figure we recommend.
- A personal visitOne-on-one interviews and real-time asset assessments, on site rather than off a form.
- A walkthrough of the findingsForty-five to ninety minutes, depending on what we found.
- Optionally, a margin viewWhat each asset costs you to service, ranked most to least profitable, so you know what to sell first.
What happens next
Once your Guide is complete it is yours to keep. If you want us to go further, each of these is a separate service at additional cost.
- Sponsorship strategyWe review yours, or build one with you if you do not have it.
- Packages and tiersWe review your packages, levels and how you present them.
- We join your commercial team, or become it, and go to market.
- We service sponsors, deliver contracted benefits and build relationships.
- RetentionRetention strategies and planning sessions to keep partners.
- Hueson ManageComing soonBase level Hueson Manage to run every sponsorship in one place.
The method itself is a confidential algorithm, applied the same way every time, so the figure stands on its own without the inner workings being on show.
There is only so much a page can hold
The rest of it is a conversation. Tell us where you are and we will come back within 24 hours, or book a call and we will go through it properly.