What is sponsorship scoring?

• A. A guideline for negotiating exclusive sponsorships.
• B. A pricing model for licensing deals in merchandising.
• C. An evaluation framework for sponsorship proposals using criteria such as reach, relevance, activation potential, and risk.
• D. A method for selecting athletes for endorsements.

Answer: (C)

Sponsorship scoring is an evaluation framework used to assess sponsorship proposals by applying a structured rubric across key dimensions such as reach, relevance, activation potential, and risk. This approach helps marketing teams compare opportunities objectively, prioritize those that align with brand goals, and estimate potential return on investment. By scoring each option on how broad the audience is (reach), how well the opportunity fits the brand’s values and category (relevance), how easily the sponsor can activate the partnership across channels (activation potential), and what risks are involved (risk), teams can make informed decisions about which sponsorships to pursue and how to negotiate terms.

This isn’t a guideline for negotiating exclusivity, nor a pricing model for licensing or merchandising, and it isn’t the method for selecting athletes for endorsements. It’s specifically about evaluating sponsorship opportunities using a structured, multi-criteria score.