Sponsorship intelligence, inside your AI.

€90K would sit above three-quarters of the deals Sovrano estimates at the club. That’s grounds to ask for justification, not proof the price is wrong.

What Sovrano has on the club:

The estimate mixes every rights level at the club, from small suppliers to the biggest partners, and the records run to 2022 without source verification. If your package includes shirt, sleeve or stadium rights, the comparison understates what you’d pay.

What I’d do: ask the club what’s new in the package to justify a 50% rise. If nothing is added, use these figures to argue for staying close to €60K.

Sources: Sovrano club records and price estimate, FC Heidenheim

A 50% increase needs a clear reason. Ask for it before you counter.

I don’t have data on what Heidenheim’s partners pay, and clubs rarely disclose sponsorship fees, so I can’t tell you whether €90K is in line. If nothing new is in the package, a reasonable opening is to hold at €60K, or to offer a smaller step in exchange for a longer term.

If you share the rights in your current package, I can help you build the case.

On Sovrano’s preset rates, the assets in your package add up to about $275,000, before the naming and main-stage rights.

Sovrano has 70 festivals on record but no published title fee or asking price for any of them, so there’s no market rate to anchor on. It can price the package from its parts. Conservative to aggressive rates give about $134K to $436K. The moderate case:

Two limits matter here. The rates are generic presets, not calibrated to your festival, its audience or its market. And naming and the main stage, usually the most valuable part of a title deal, aren’t in the number at all. So $275K isn’t your asking price. It’s what the supporting assets are worth on generic rates, before the title itself.

What I’d do: price naming and the main stage as a separate line on top of the asset value, and show buyers the breakdown. A brand that can check each line is easier to move toward your number.

Sources: Sovrano package calculator (preset rates) · Sovrano festival records

Without fee data for comparable festivals, I can only give you a rough guide.

Title packages at a mid-sized festival are often priced somewhere in the low-to-mid six figures, but the range is wide.

A common approach is to value each asset separately, for example hospitality at face value and the social posts at your usual rates, then add a premium for the title. If you share your attendance and what past sponsors paid, I can help you build the rate card.

Four brands appear at more than one leading fair in Sovrano’s records: Audemars Piguet, BMW, Qatar Airways and UBS.

Sovrano covers 22 leading fairs, including the Art Basel editions, Frieze, TEFAF and ARCOmadrid. It has recorded sponsors at 14 of them, 27 brands in all, each linked to a public source.

Financial services is the most common named sector, at 5 fairs, followed by cars at 3. The numbers are small, and nearly half the sponsors have no sector recorded. Sovrano has no published fees for these fairs.

What I’d do: treat these four as your best-evidenced leads, not a buying list. Check each brand’s current partnerships and category conflicts before you reach out.

Sources: Sovrano sponsor records for art fairs, each with a public source link

Art fairs tend to draw sponsors from a few sectors: banking, luxury, champagne and premium cars.

Long-running examples include UBS with Art Basel and Deutsche Bank with Frieze. Ruinart is the champagne partner at several major fairs, and luxury watchmakers and fashion houses often appear as associate partners.

I can’t confirm which brands are active this year, how often they come back, or what they pay. Partner lists change with each edition, so check the current partner pages of the fairs closest to yours.

If you tell me where your fair takes place, I can suggest brands active in that market.

Regional brewers hold the category at all three clubs. Sovrano’s modelled estimate for alcohol deals there is about €55K–€100K a season.

From recent public announcements, the current beer partners are:

Sovrano’s estimate covers 12 recorded alcoholic-beverage deals at these clubs: a median of about €69K a season, with the middle half between €55K and €101K. These are modelled rights costs, not confirmed payments, and the records are historical (latest 2020–2023) and not source-verified. For scale, Heineken appears in 318 recorded deals and Carlsberg in 195, across all sports and decades.

What I’d do: put Cagliari first in the recommendation. Its deal with Doppio Malto runs four years from 2024, so you know when the category could open. Present €55K–€100K to the client as a planning budget, not a quote, and ask each club what the beer category includes.

Sources: about-drinks.com (Heidenheim) · Reason Why (Rayo Vallecano) · Cagliari Calcio · Sovrano sponsor portfolios and price estimate

Regional brewers hold the category at all three clubs. What those deals cost isn’t public.

Fees for deals like these are rarely disclosed, and clubs at this level don’t publish rate cards, so I can’t give you a reliable price range for the client. Each club’s commercial team will quote a number once you’re in talks.

If you share the client’s budget and the rights they want, I can help you shape the recommendation.

Sources: about-drinks.com (Heidenheim) · Reason Why (Rayo Vallecano) · Cagliari Calcio