SPONSORSHIP & ACTIVATION VALUE CALCULATOR
Sponsorship & Activation Value
How this calculator works
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Choose a modeBudget I have shows the customers/leads required to hit your ROI. Outcome I want shows the max total budget (and split) to hit that outcome.
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Set ROI1× = break-even; 2×–4× = higher return expectations.
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Sponsorship vs Activation sliderThis simply allocates the total budget. Example: 60% means 60% of the total goes to Sponsorship (rights/fees) and 40% to Activation (execution & measurement). The live £-amounts under the slider show the split.
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Advanced assumptionsOpen if you want to adjust LTV, margin, and conversion; otherwise ignore.
Advanced assumptions
Your Results
Customers required
Leads required
Allowable CAC / CPL ?
Sponsorship
Activation
Show full breakdown (1×–4×)
1× Customers
1× Leads
1× Allowable CAC
1× Allowable CPL
2× Customers
2× Leads
2× Allowable CAC
2× Allowable CPL
3× Customers
3× Leads
3× Allowable CAC
3× Allowable CPL
4× Customers
4× Leads
4× Allowable CAC
4× Allowable CPL
Definitions
LTV
Customer Lifetime Value — average total revenue you expect from one customer over their relationship.
Gross Margin %
Portion of LTV that is gross profit (after COGS). Used to judge what you can afford to acquire a customer.
Conversion %
Leads that become paying customers for this program.
CAC
Customer Acquisition Cost — what you pay to acquire one customer.
CPL
Cost per Lead — what you pay per lead captured.
ROI
Return on Investment using gross profit. 1× = break-even; higher ROI lowers allowable CAC/CPL.
Sponsorship
Rights/fees to access the property (logos, IP, hospitality, appearances, etc.).
Activation & Measurement
Spend to exploit the rights (content, media, creative, talent, experiential, and measurement).
Allowable CAC/CPL
Maximum cost per customer/lead you can afford while still hitting the selected ROI under your assumptions.
