Independent sponsorship consultants
In sponsorship, your competitor's gain is your loss.
For brands, the right sponsorship takes market share and puts a rival on the back foot. For properties, every premium sponsor you win is one your competitor does not. Sponsorship is where that contest is decided, and most companies enter it without a strategy. For more than 20 years, CHARGE has given both brands and properties the independent edge to come out ahead. Tell us which side of the deal you are on.
I invest in sponsorship
Prove your sponsorships are working, outperform your competitors, and put every dollar where it earns its place. See how CHARGE evaluates a brand portfolio.
Explore services for Brands →I sell sponsorship
Find the right partners, price your assets to their true value, and stop leaving money on the table. See how CHARGE works with rights holders.
Explore services for Properties →The method
Every relationship starts with a Diagnostic.
The Sponsorship Diagnostic is a structured, independent evaluation that tells you where you stand and what to do about it. There is a version built for brands and a version built for properties. Each ends with a clear picture and a decision we make with you, not a template we hand you.
The Sponsorship Diagnostic for Brands
An independent evaluation of your portfolio that shows which deals to keep, which to renegotiate, and which to cut, with the KPIs each deal should be held to.
See the Brand DiagnosticThe Sponsorship Diagnostic for Properties
A Property Sales Health Score and a Revenue Opportunity Map that show where your program stands, where the revenue is hiding, and exactly what to do next.
See the Property DiagnosticWhichever side you are on, the Diagnostic is a complete, standalone engagement, not a sales pitch dressed up as analysis.
The problem
The person telling you what a sponsorship is worth is usually the person on the other side of the deal.
That single conflict quietly shapes most sponsorship decisions. It costs brands and properties in opposite directions, and an independent read is the only way to see it.
You are shown audience numbers and logo exposure, not an honest valuation. So you overpay for deals that look impressive, struggle to prove what is working, and renew because saying no is harder than saying yes. A competitor with a sharper read gets more from less.
You price your assets on guesswork and comparables that do not fit. So you leave money on the table, chase the wrong partners, and struggle to show a sponsor the value you actually deliver.
Sponsorship teardown
Watch a complex sponsorship taken apart, one decision at a time.
In a few minutes we take a high-profile motorsports sponsorship and separate the part that looked impressive from the part that actually moved the business. Same deal, two very different reads, and the questions a strategist asks before signing.
Schedule a ConversationThe CHARGE difference
Not an agency. Not a software tool. An independent consultant.
Most firms in sponsorship either sell you activation or sell you software and leave the thinking to you. CHARGE does neither.
Independent, fee-for-service
We take no commissions and no referral fees. We do not sell the deals we evaluate, so our only incentive is your result.
Strategy-first
We define what to buy or sell, at what price, and against what KPIs, before anyone talks about tickets, signage, or hospitality.
Valuable perspective
Because we advise both buyers and sellers, we understand what each side values and where the honest price sits. You get the read that comes from seeing the whole market. We never represent the other party in your deal.
Specialists, not generalists
Sponsorship is all we do, and all we have done for more than 20 years. We have worked across dozens of categories, with the deepest playbooks in financial services, health systems, and automotive.
Twenty years
Two decades independent, and only ever on your side of the deal.
Common questions
Straight answers before the first call.
What is CHARGE?
CHARGE is an independent sponsorship consultancy. For more than 20 years it has helped brands and properties decide what a sponsorship is worth, what to pay or charge for it, and how to prove it worked. CHARGE takes no commissions and represents only one side of a deal: its client's.
How is an independent sponsorship consultant different from a sponsorship agency?
A sponsorship agency usually earns a commission on the deals it places, so its incentive is to keep the client spending. CHARGE is fee-for-service and sells only advice. It evaluates the deal a client is in or considering, with no stake in the outcome other than the client's result.
Who does CHARGE work with?
Both sides of the sponsorship market: brands that invest in sponsorship and properties that sell it. CHARGE has worked across dozens of categories, with its deepest specialization in financial services, health systems, and automotive.
What is a Sponsorship Diagnostic?
The Sponsorship Diagnostic is CHARGE's core engagement: a structured, independent evaluation of a sponsorship portfolio or a single deal. It shows which sponsorships to keep, renegotiate, or cut, what each is worth, and the metrics each should be held to.
How does CHARGE charge, and how do I start?
CHARGE works on a fixed, fee-for-service basis with no commissions or referral fees. Most engagements begin with a short conversation about the decision in front of you; if it is not worth a closer look, CHARGE will say so. You can schedule a conversation at chargesponsorship.com/contact.
Get started
Bring us the deal your competitor hopes you get wrong.
In 30 minutes, with no obligation and no pitch, we will tell you whether it is worth a closer look. Whichever side of the deal you are on, the sharper read comes out ahead. Make sure it is yours.
