Revaluing Brightline’s Sponsorship Potential
Victus Advisors conducts a peer review and updates advertising and sponsorship valuations for Brightline Trains Florida LLC.
Client
Brightline Trains Florida LLC
Sector
Sponsorship & Brand Development
Project
Peer Review and Sponsorship Valuation Update
Year
2022
Client Challenge
Brightline Trains Florida LLC sought to evaluate and refine advertising and sponsorship valuations for its Florida stations and services. Brightline’s existing valuation report, completed by a third-party consultant, needed peer review to assess accuracy and opportunities for improvement. This was critical to ensure competitive positioning and optimized revenue potential for Brightline’s sponsorship assets.
Approach
Victus Advisors reviewed the prior Phase I Asset Inventory & Valuation Report, assessing assumptions, methodologies, and calculations. Key steps included:
- Conducting a detailed review of the impression-based valuation model.
- Reassessing CPM rates for various sponsorship assets.
- Comparing prior valuations to market trends and benchmarks.
- Providing adjusted valuations for presenting sponsorships, station naming rights, and other sponsorship opportunities.
Benefits to Client
Victus Advisors provided Brightline with updated valuation models that incorporated more accurate CPM assumptions and market data, aligning sponsorship opportunities with realistic revenue potential. This analysis enhanced Brightline’s ability to secure partnerships with confidence, targeting $6M to $11M annually in sponsorship revenues across multiple stations and services.