Independent fair-market valuation of 75 European stadiums. Price with authority and negotiate with confidence.
Standard price: £950
Launch price (one week only): £450
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Valuation Standard & Independence
Our analysis is produced in line with IVS 105 principles, providing a credible, independent, and evidence-led pricing baseline. Free from commercial influence or vested interest, this report gives you the evidence needed to support optimal pricing and agree stadium partnerships at fair market value.
The report covers 75 major European stadiums. A full list of the stadiums included can be found at the bottom of this page.
“The Sponsor’s independent valuation gave us a clear, evidence-based benchmark to price our stadium naming rights and confidently demonstrate value to sponsors.”
Tom Gorringe, Chief Executive, Swansea City FC
What’s inside
Fair Market Value of 75 European stadiums
Market pricing dynamics and analysis
Key demand drivers of stadium value
Europe’s most over and under valued stadiums
Country and sector winners and losers
Full market regression valuation methodology
Foreword
What makes a stadium sponsorship valuable: capacity, location, history? All true, but ultimately a stadium, like any asset, is only worth what someone else is willing to pay for it.
For decades, the buying and selling of sponsorship has been an opaque process, and consequently, there have been some remarkable deals done by astute sellers and savvy buyers.
The industry’s only point of reference has been media valuations, theoretical calculations of equivalent media costs, often inflated to command the highest possible price.
Smart brands don’t buy these numbers anymore. Furthermore, media awareness figures value only one side of what is a multifaceted asset capable of delivering a wide range of benefits to an organisation beyond mere exposure.
Fair Market Value
Fair market value (FMV), on the other hand, considers the entirety of the value on offer and the purchased price of comparable assets on the open market where no existing relationship exists.
It is a valuation approach grounded in commercial reality, not hypotheticals.
This is why FMV has become the preferred approach of many sponsors and was adopted by the Premier League in 2021 as its preferred methodology for assessing the current market rate of any given sponsorship.
Methodology Overview
The Sponsor’s methodology is built around three core inputs:
Further Analysis and certification
Bespoke Analysis
Request a bespoke report benchmarking your stadium’s valuation results against comparable venues, or commission a standalone Fair Market Value valuation for a stadium or other sponsorship asset not included in this report.
Valuation Certificate
A valuation certificate provides independent, third-party evidence of the assessed Fair Market Value of a sponsorship asset. It can be referenced within commercial documentation, including sponsorship proposals and company reports, to support pricing discussions and strengthen credibility.
Scope of valuation
Valuation Declaration
The Sponsor is an independent publication with no vested or commercial interests in the outcome of the valuation. – Valuation Date: 19th December 202
– Foreign Exchange Rates: GBP – €1.17 XE valid as of 1st December 2025
– Scope: European stadiums capacity >40,000
– Valuation Method: Market based regression
This valuation is conducted in accordance with the principles of the International Valuation Standards (IVS 105 – Valuation Approaches and Methods).
Stadiums included
Allianz Arena (Munich), Allianz Stadium (London), Allianz Stadium (Turin), Anfield, Arena Națională, Atatürk Olympic Stadium, Aviva Stadium, Benito Villamarín, Borussia-Park, Celtic Park, Chobani Stadium, Croke Park, De Kuip, Decathlon Arena, Deutsche Bank Park, Emirates Stadium, Ernst Happel Stadion, Estadio de La Cartuja, Estádio da Luz, Estádio do Dragão, Estádio José Alvalade, Etihad Stadium, Fritz-Walter-Stadion, Groupama Stadium, Hampden Park, Heinz von Heiden Arena, Hill Dickinson Stadium, Ibrox Stadium, Johan Cruyff Arena, King Baudouin Stadium, London Stadium, Matmut Atlantique, Max-Morlock-Stadion, Merkur Spiel-Arena, Mestalla, NSC Olimpiyskiy, Old Trafford, Olympic Stadium (OAKA), Olympiastadion, Orange Vélodrome, Páirc Uí Chaoimh, Parc des Princes, PGE Narodowy, Principality Stadium, Puskás Aréna, Rajko Mitić Stadium, Ramón Sánchez-Pizjuán, RAMS Park (Ali Sami Yen), RCDE Stadium, Red Bull Arena, RheinEnergieSTADION, Riyadh Air Metropolitano Stadium, San Mamés, San Siro (Giuseppe Meazza), Santiago Bernabéu, Scottish Gas Murrayfield, Signal Iduna Park, Stade de France, Stade Geoffroy-Guichard, Stadium of Light, Stadion Śląski, Stadio Artemio Franchi, Stadio Diego Armando Maradona, Stadio Olimpico, Strawberry Arena, Tottenham Hotspur Stadium, Tüpraş Stadyumu, Veltins-Arena, Villa Park, Volksparkstadion, Wembley Stadium, Weserstadion.
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