SponsorMetrix's sponsorship package valuation model, based on predicted media return, will be the foundation for the work. Initially designed as a marketing tool for rights sellers, the model is now also used by rights buyers as a valuation tool.
Sports Marketing Surveys will bring media research data to the table, and stage a survey to discover sponsors' exact requirements in relation to rights packages.
Jon Robinson, head of sales and marketing, Marylebone Cricket Club, said: "Having worked with Sports Marketing Surveys for many years, we required a specific valuation.
"Using the SponsorMetrix model combined with the SMS broadcast and audience information has allowed MCC to go to market with a robust, reasonable and measured valuation.
"It has enabled us to approach sponsors with great confidence and knowledge, showing how far sponsorship accountability by rights owners has come."
Adrian Hitchen, managing director of SponsorMetrix, said: "The wealth of media and survey data available through Sports Marketing Surveys, covering virtually all sectors of the sports sponsorship market, will be of immense value to future SponsorMetrix valuations.
"I believe it will make our model the most comprehensive, customised and research-based rights valuation tool available on the market today."