GMHBA/Frank Sponsorship Evaluation Tool

How to use this tool

A quick guide to running a sponsorship evaluation

This tool gives a structured, weighted assessment of a sponsorship opportunity against the agreed framework, and produces a report you can save, compare and export. It is a decision-support aid, not an automatic yes or no.

1. Set up the evaluation

Choose the brand (GMHBA or Frank). This sets the colours and is recorded against the evaluation. The framework and scoring are identical for both.
Enter the sponsorship or partner name, and who is completing it.
Note the package inclusions under each heading, and the reported value of entitlements.
Add the proposed fee, expected activation spend and working marketing budget. These are optional and used for context only.

2. Score the dimensions

Work through each dimension in the left-hand menu. Every question uses a four-point scale with no midpoint, so you are prompted to lean one way or the other. The menu shows your progress and running score for each dimension. Reputational Risk is scored separately as a standalone flag, not a weighted dimension.

3. Read the result

The panel on the right shows the weighted score and a verdict (Decline, Conditionally Proceed, Proceed – Leadership Discussion, or Strong Proceed). A high reputational risk can cap the verdict regardless of the score, prompting a leadership conversation. The investment-context figure (cost of opportunity as a percentage of the working marketing budget) is a guide to prompt the affordability discussion, not a gate.

4. Save and compare

Use Save to store an evaluation. With two or more saved, Compare puts them side by side. Clear Answers resets the current evaluation but keeps the brand; Start Over returns to brand selection. Saved evaluations are kept in the browser on this device.

5. Export

Export PDF opens a print-ready report, then use your browser's Print or Save as PDF. The report reflects what is currently on screen, so you do not need to save first.

Adjusting weightings (optional)

Edit Mode lets you change dimension weightings and verdict thresholds for the current session only. These reset to the defaults when the tool is reopened.

Completed by

Sponsorship package / entitlements being assessed

Note the key inclusions under each heading. Anything entered appears as a summary on the exported report.

Reported value of entitlements ($)

Proposed annual fee ($)

Expected activation spend ($)

Working marketing budget ($)

Select a brand to begin

Choose whether this opportunity is being evaluated for GMHBA or Frank. The framework is identical for both; the choice is recorded against the evaluation.

Sponsorship Evaluation Tool