Most regional tournament organisers give away inventory they could sell, and sell inventory that is worth nothing, because nobody has written down what the pieces are. Here is the list, with what we charge and why.
The broadcast lower third is the most overvalued item in the market. It is on screen constantly, which is exactly why nobody looks at it. We price it low and bundle it, and any organiser telling you it is their premium item has not measured anything.
The most undervalued is the analyst desk segment. Two minutes of a named person explaining something, with the sponsor as the reason the segment exists. It is the only inventory where the audience is deliberately paying attention and it is routinely thrown in free as a sweetener.
Player-worn branding sits in the middle and is complicated by something organisers rarely mention to sponsors: it only works if the players are on camera, and in a regional broadcast with a small crew they frequently are not. We now quote it against actual camera minutes from the previous event, which lost us one deal and made the other three defensible.
The through-line is that a rate card only works if you can show your workings. Publishing ours cost us the ability to charge a naive buyer more, and gained us renewals, which is a trade that compounds.
