You measure everything you do. Nobody measures what it's worth to a brand.
Athlete Value Lab is sponsorship intelligence for athletes. We calculate the media value you generate over a season, a year or a full contract cycle, and how much of it you can capture in sponsorship. Public sources, audited, every figure traceable to where it came from.
We've built this number for Olympic medalists, for athletes ranked top ten in their discipline, and for athletes getting their first valuation.
We work across the full career cycle, with athletes directly and with the managers and agencies who represent them, in triathlon, athletics, cycling, gravel, mountain bike, climbing, swimming, sailing and others.
The method doesn't change with the stage. Which number matters does.
Your career is not one negotiation. It's ten to fifteen.
Enter what you earn from sponsorship today. The result is arithmetic on your own number, it's free, and it stays on this page.
Cash and product combined. If a sponsor gives you gear, count what you would have paid for it at retail. If you're on a results bonus, use last year's actual.
Your own estimate of how long you'll compete at this level.
How much higher you close, not how much more you're worth. A 25% better close on a USD 40,000 deal is USD 10,000.
Left on the table over 10 years
$100,000
Show as a table
| Year | That year | Cumulative |
|---|---|---|
| 1 | $10,000 | $10,000 |
| 2 | $10,000 | $20,000 |
| 3 | $10,000 | $30,000 |
| 4 | $10,000 | $40,000 |
| 5 | $10,000 | $50,000 |
| 6 | $10,000 | $60,000 |
| 7 | $10,000 | $70,000 |
| 8 | $10,000 | $80,000 |
| 9 | $10,000 | $90,000 |
| 10 | $10,000 | $100,000 |
This is arithmetic on the figure you entered. It is not a projection of your future income and it is not a promise of a result. It shows what the difference adds up to if you close 25% higher than you do today, for 10 years.
That's the gap. Now get the actual number.
The figure above runs on the income you typed in. The one that matters runs on your data: the media value you generated over the last twelve months, measured from public sources, with every source listed. We build it and send it to you.
Six pages. No cost. We're not an agency and we won't pitch brands on your behalf.
Negotiating without a number is negotiating on their terms.
Sponsorship runs on measurement everywhere except on the athlete's side of the table.
Without a reference point, every renewal starts from what you got last time. Last time was a guess too.
Brands measure reach, exposure and attribution before they sign anything. A deck of photographs is the wrong instrument for that conversation.
When a sponsor asks what their logo returned this season, the answer is a number with a source behind it, or it's nothing.
The cost of not knowing isn't this year's contract. It's all of them.
A professional career runs ten to fifteen years. Closing higher doesn't improve one season, it resets the base every season after it. Each renewal negotiates up from the last one, so the first correction is the one that carries.
Three questions. Three products.
We do the measurement. You close the deal.
- The media value you generate, and which parts of your profile produce it
- What each of your current sponsors is getting from you
- Negotiation ranges by sponsor category, plus a review call
- One deck per target brand, built on your numbers
- Why that specific brand gains from your profile
- Ready to send, and editable. Two decks included
- Reach and value delivered to each brand
- Which of your results produced it
- Your case for renewing, and for asking for more
Not an agency · Not a manager · No commission on anything you sign
Everything you'd want to know before starting
The questions athletes ask us most.
Start with the free report.
Leave your email and we'll build a data sampling report on you from public sources: the media value you generated over the last twelve months, where it came from, and where your profile is strongest. Six pages, no cost, no call required.