Gold€500k
Silver€250k
Bronze€100k
Regional firm
Silver · €250k
National bank
Silver · €250k
The package trap.
A fixed gold, silver and bronze sheet ignores who’s buying. A regional firm and a national bank get the same number.
They compare you to Google Ads, creators and events. Price like a channel, report like a channel, and renewal stops being a negotiation.
Same club, same inventory Sample data
Their budget, €180k, buys
- Search1.1M impressions
- Paid social2.4M impressions
- Creators6 posts
- Experiential2 events
- Your partnershipAll of it, plus belonging
Brand reality
Typical partnership spend, this size and sector
€120k–250k
Structure
Hybrid: base + per lead
The number
€190k
Not gold, silver or bronze. Priced for who’s buying.
The pricing problem
Two things go wrong when a property quotes a price.
You quote
€200k€400k
The brand hears €200k
The floor problem.
Quote a range early and the brand’s budget becomes the bottom of it.
How we price instead
Channel benchmark
What the same budget would buy in search, social, creators and experiential, and what your partnership delivers on top.
Brand reality
What a company of that size and sector typically invests in partnerships.
The right structure
Fixed, performance-linked, in-kind, or a mix. Whatever lets both sides defend the number.
A number both sides can defend.
The renewal problem
The partnership was good. Nobody could show it.
Most partnerships don’t fail because the deal was bad. They fail because no one could show it was good. The marketing lead loved it, but the finance team asks for numbers. When there aren’t any, the partnership doesn’t come back.
Sample data
Marketing lead
Loved it. Can we renew?
Finance
What did it return?
Marketing lead
Great visibility, the fans loved it…
Finance
We’ll put the budget into search next year.
NOT RENEWED
Report a basket of value, not a single metric
Reporting starts on day one, so by the end of the season the renewal conversation is already written.
Partner report · season to date
Sample dataReach
Audience, content and media
4.8M reach · 210 assets
Revenue
Tracked codes, sales and leads
€640k tracked sales
Relationships
Introductions and deals made through your network
14 introductions · 3 deals
Against the alternative
What the same spend would have bought elsewhere
1.6× vs paid social
The hell yes test
Break even on the bottom line. Net positive on the brand.
Price it where your partner breaks even on the bottom line and comes out ahead on the brand, and renewal isn’t a negotiation. It’s a hell yes.
Five ways to price the same inventory
Sample dataSelected
Priced like a channel
Bottom line
1.6×
Brand
+50
Benchmarked to the brand’s ad spend and structured so they pay as it works. They renew without a fight.
Verdict
Hell yes
Price like a channel. Report like a channel.
Reporting starts on day one, so by the end of the season the renewal conversation is already written.