Work
Governing body for European club football
The situation
UEFA governs European football’s premier club competition, the UEFA Champions League. Competitive balance is fundamental to the integrity of the game, and financial disparities between clubs can undermine that balance.
With the introduction of UEFA Financial Fair Play regulations, sponsorship revenue became a key area of scrutiny. In particular, UEFA needed a transparent and repeatable way to assess whether certain sponsorship agreements represented fair market value, especially in cases involving related parties.
The need
UEFA required a robust model capable of determining the maximum fair value of sponsorship agreements.
The framework needed to:
- support Financial Fair Play regulations
- withstand scrutiny from legal and economic experts
- apply consistently across clubs, markets and commercial contexts
The objective was not simply to estimate value, but to create a defensible system that could regulate financial advantage within European club football.
Our approach
Drawing on our long-standing relationship with UEFA and experience in sponsorship evaluation, we developed a structured model built on established methodologies and market benchmarks.
The framework combined:
- media valuation principles
- evaluation of on-site and commercial branding assets
- market research data, including fan potential
- industry norms and conventions
- expert assessment where required
The model introduced two core concepts:
Maximum Fair Value
The equivalent cost a brand would incur through classical advertising and marketing to achieve comparable outcomes. This establishes a 1:1 return benchmark.
Market Going Rate
A benchmark-adjusted ratio applied to the Maximum Fair Value, reflecting what comparable partnerships achieve in an open market. This incorporates market context while excluding negotiation advantage.
Before approval, the model was reviewed and challenged by a committee of lawyers, economists, industry specialists and political representatives. It was required to withstand detailed examination across legal, financial and sporting dimensions.
The outcome
The model formed part of the analytical foundation underpinning UEFA Financial Fair Play.
It provided a consistent and defensible framework for assessing sponsorship agreements, grounded in data, precedent and market insight.
The principles developed through this work have since informed commercial evaluations for brands and rights holders engaged in negotiation, renewal and regulatory review.
Sponsorship valuation is not a perfect science. However, applying consistent methodology, empirically derived benchmarks and transparent assumptions enables decisions to be assessed objectively and fairly.
Services
In the formative days of the UEFA FFP regulations, we were looking for a model to determine the Fair Value of sponsorships agreed between related parties, where there was potential for inflated bookkeeping. Andrew and his team developed a robust model encompassing tangible and intangible assets, that was in a position to assess the maximum justifiable value and a market “going rate” with the range in between considered acceptable. This model was put through review in detail by lawyers, economists and politicians, as well as ourselves of course. Ultimately, we were happy that the model stood up to the test and was solid and justifiable, so we implemented it into the UEFA FFP analysis.
Andrew was a reliable business partner and thorough in his work. He showed a great understanding of the challenge and was able to create an innovative approach that met our needs. I would not hesitate to recommend him further.
Our Services
We support organisations at different stages of the sponsorship lifecycle, from understanding value to applying insight in practice. Each service addresses a specific question, while together they provide a clear, connected view of sponsorship performance.
Client Solutions
We support the different audiences involved in sponsorship decisions, each approaching value from a distinct perspective.
What they share is the need for credible, independent evidence to support confident commercial choices.
Advising on, structuring, or activating sponsorship partnerships
Objective sponsorship insight to support confident Agency recommendations when value, pricing, or performance are challenged.
Investing in sponsorship to drive brand and commercial outcomes
We help Brands evaluate whether sponsorship investment is delivering value, connecting ROI, exposure and impact to support confident, evidence-led decisions.
Owning, managing, or commercialising sponsorship rights
Rights Holders are responsible for maximising the value of sponsorship assets while balancing pricing, renewal and long-term partner relationships. Understanding what assets deliver in practice, and how that value stands up in negotiation, is essential.