Jun 03, 2010 at 02:41 PM
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Are Valuation Experts To Thank For FIFA's Sponsorship Success?

What's the secret behind FIFA's impressive sponsorship haul for this year's World Cup? One might think it's the massive organizational overhaul that FIFA made in the wake of such events as the ISL collapse and the MasterCard scandal. Or the strategic shift in the aftermath, which included taking sponsorship sales in-house, requiring sponsors to commit to at least two World Cup cycles and streamlining its global partner level to six main categories. Not only is FIFA taking a victory lap for their impressive results, but so is IEG, seizing the opportunity to take a bow on behalf of their independent, third-party valuation services. Here's the press release in full.

And an excerpt on IEG's role:

"To gauge what the new sponsorship packages and tiers would be worth to potential partners, FIFA turned to IEG's Valuation Service.

IEG's sponsorship valuation experts began by forecasting the global marketing, economic and cultural conditions for the 2007-2010 time period. As part of the forecast they thoroughly analyzed FIFA's competitive landscape and conducted an independent, third- party valuation of FIFA's assets.

Armed with IEG Valuation statements justifying the worldwide rights fees, FIFA quickly sold in the new packages at significantly higher fees."

What's your opinion? How credible are property-procured valuation services (IEG's and otherwise) from the sponsor perspective and do they provide properties with critical leverage in negotiating global scale sponsorships?

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