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Baseball Australia will pioneer a unique approach to valuing the naming rights for the Australian Baseball League, by charging potential partners according to the actual broadcast and digital reach the League achieves.
The ABL has seen a big increase in its broadcast and digital reach over the past year, and ABL chief operating officer, Ben Foster, said this rapid growth was continuing, and had encouraged the organisation to take a different approach to traditional fixed price sponsorship deals.
“Like most rights holders, we want to provide genuine value to our partners and ensure that the long-term benefits of any partnership are mutual”, Foster said.
“It’s in many ways a cliché, but we know that one of the most consistent reasons that partnerships fail is when one party promises the world and then fails to deliver. Our approach therefore is to break that nexus and turn partnership delivery on its head – and ensure sponsors don’t just pay for what we “say” we will deliver, but only pay for what we can actually achieve for them based on quantifiable results.”
Foster said BA had developed a range of metrics to value viewers and digital reach that could be easily understood by both partners to a deal.
He said to structure the offer, BA had aggregated the majority of its assets into a single naming rights partnership, which would give a sponsor “a near unparalleled share of voice within our sport”.
BA pitch documents for the naming rights say at the ABL’s current broadcast and digital reach locally and in Asia and the US (up by about 700% over the past year) a sponsor would be getting around $1 million in media value, but BA was pricing it at a fraction of this at around $250K.
Foster said BA hoped to attract a partner that was looking for exposure in Australia, Asia and the US that wanted to grow with the League.
“We think the ABL is uniquely placed in that we represent a global sport on an international stage, but offer genuine value for money in the Australian domestic market”, he said.
