The Sponsorship Diagnostic for Brands
Most brands spend real money on sponsorships without a clear way to know what's working. Get an objective, data-driven picture of your entire portfolio, with a plan to fix what isn't performing, in four to five weeks.
Here's what that looks like: CHARGE reviews your current sponsorships, talks to the people who manage them, and turns it into a scored, prioritized action plan for your entire portfolio.
Schedule a ConversationData, Not Opinions
Most organizations are spending significant money on sponsorships without a clear way to know what is working. Partnerships get renewed out of habit. Internal requests get approved because they are hard to decline. The result is a portfolio full of underperforming investments, with no system to fix it.
We start by reviewing your current sponsorship agreements and talking to the people who manage them day to day. From there, CHARGE scores every partnership in your portfolio across three dimensions: strategic alignment with your stated business priorities, activation quality, and measurement capability. Each partnership receives a Partnership Value Score and lands in one of four tiers: keep and expand, maintain, evaluate, or reduce and exit. The result is an objective, data-driven picture of your entire sponsorship investment, not opinions. See the full range of CHARGE services.
Three Paths Forward
We give you three options for improving your portfolio.
Optimize
Strengthen what you have. Better activation and measurement, no exits, no budget changes.
Realign
Cut what isn't working. Redirect dollars to higher-performing partnerships and build a measurement foundation.
Rebuild
Start fresh. Exit chronic underperformers and bring in new partnerships screened for fit and ROI potential.
What You'll Walk Away With
A scored portfolio. Every partnership classified into four tiers with a clear action recommendation: keep and expand, maintain, evaluate, or reduce/exit.
A decision framework tool. A proprietary scoring tool your team uses to evaluate any new sponsorship opportunity, so future decisions are based on strategic criteria, not relationships or habit.
Three strategic pathways. Optimize your current portfolio, strategically realign it, or pursue a full rebuild, each with projected outcomes and investment levels.
A decision-making map. Maps how sponsorship decisions actually get made inside your organization: who weighs in, where approvals stall, and how to build a more disciplined internal process.
An activation assessment. Identifies which partnerships are being fully leveraged and which are passive investments leaving value unrealized.
Executive presentation. A complete findings report with 90-day priorities, ready to share with leadership.
Frequently Asked Questions
It's a fixed-scope engagement that scores every partnership in your sponsorship portfolio and tells you which ones to keep, fix, or exit. You get a complete findings report with a 90-day action plan in four to five weeks.
CHARGE scores each partnership across three dimensions: strategic alignment with your stated business priorities, activation quality, and measurement capability. Each partnership gets a Partnership Value Score and lands in one of four performance tiers. The scoring instrument itself is part of the engagement, not published publicly.
Internal tracking usually measures activity, impressions, or spend. It rarely answers whether a partnership is worth what you're paying for it, and it's built by the same team that has to defend the budget. The Diagnostic is independent, and it's timed to the decisions you're actually facing: a renewal, a budget cycle, or a new deal on the table.
Four to five weeks of active work on CHARGE's side, from kickoff to the executive presentation. Your team's direct time commitment is six to eight hours total, mostly in the discovery phase, and how quickly your team moves there is what most affects the overall calendar.
You get an executive presentation with 90-day priorities and a clear recommendation for each partnership: optimize, realign, or rebuild. From there, CHARGE can support execution or hand the roadmap to your team.
CHARGE guarantees a clear path forward for your sponsorship portfolio, or your investment back.
Ready to See Where Your Portfolio Stands?
A 30-minute conversation is enough to know if the Diagnostic is the right next step.
Schedule a Conversation