About FMV Index™
Sponsorship valuation has never had a reliable independent standard. Rights holders price assets on instinct and aspiration. Brands negotiate blind. The gap between what a sponsorship is worth and what it trades for has always been filled by whoever argued most convincingly.
FMV Index™ exists to close that gap.
Built by The Sponsor, FMV Index™ is the only independent fair market valuation tool built specifically for the sponsorship industry. It draws on eight years of proprietary valuation methodology, a growing database of over 250 verified deal data points across professional sport, and a weighted scoring framework derived from an exclusive survey conducted of The Sponsor's audience.
No agency relationships. No commercial interests in the deals it values. Independent by design.
"No agency relationships. No commercial interests in the deals it values. Independent by design."
About The Sponsor
The Sponsor is an independent sponsorship research and valuation publication. Alongside its fair market value research and interviews with senior brand leaders, The Sponsor hosts private events in London, Zurich, Dubai and Toronto - bringing together the brand and marketing leaders responsible for some of the world's most significant sponsorship investments to discuss and debate best practice in planning, activation and measurement.
FMV Index is The Sponsor's valuation product.
About Sean Connell - Editor, The Sponsor
Sean began his career in brand and intangible asset valuation at Brand Finance, working across banking, automotive and telecoms on valuation projects and sponsorship impact assessment. He moved into Brand Finance's sports division before joining Sponsor Analytics, where he headed sponsorship research and valuation.
In 2022 he founded The Sponsor. Since then he has published fair market valuations of every Premier League club's front of shirt and sleeve sponsorship assets, a comprehensive fair market valuation of 75 European stadium naming rights, and bespoke valuation commissions for clubs and brands across the football pyramid - including modelling the commercial uplift of celebrity ownership at Swansea City.
His valuation work has been cited by City AM, SportsPro, TalkSport, The Sun and the Liverpool Echo, and used by clubs and organisations including FC Bayern München, FC Internazionale Milano, Oak View Group and Premier League and Championship clubs as an independent benchmark in commercial negotiations.
Sean also conducts editorial interviews with brand leaders and facilitates The Sponsor's roundtable debates and private events.
- City AM
- SportsPro
- TalkSport
- The Sun
- Liverpool Echo