What Lumency does

Lumency is a Toronto-headquartered sponsorship consulting firm founded in 1996 that operates exclusively on the brand-side of the sponsorship market, advising brand owners rather than rights holders or properties. Its core offering is professional services spanning sponsorship strategy, portfolio optimization, property valuation, activation planning, governance building, measurement, rights management, and negotiation strategy, sold through enterprise field sales engagements targeted at marketing and procurement leaders. The firm complements its consulting work with a suite of proprietary, registered software and methodology products: Touchstone for proposal management, TrueValue for valuation, Sponsorship Performance Scorecard for benchmarking across properties via a Sponsorship Impact Quotient (ROO), Sponsorship Portfolio Healthcheck for portfolio audits, CultrIQ for syndicated research, Sponsorship Accelerate for governance modeling, and Local and Mid-Cap Evaluation Tools that automate lower-ticket valuations below USD $40,000 and USD $250,000 respectively. The company maintains offices in Toronto, New York, and Chicago, claims operational reach across 21 countries with coverage of 311 Tier 1 properties and 3,000+ sponsorship evaluations over the past decade, and co-publishes annual Global Sponsorship Trends research with the World Federation of Advertisers.

Name

Lumency

Legal name

Lumency

Website

https://lumency.co

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Lumency is a Toronto-headquartered sponsorship consulting firm founded in 1996 that advises enterprise brand owners on strategy, portfolio optimization, valuation, governance, and measurement, supported by proprietary software tools and WFA-co-published research across 21 countries.

Ownership category

akta.pro rank

Product category

Sponsorship Consulting

NAICS

Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

Keywords

• Sponsorship consulting
• Brand strategy services
• Portfolio optimization
• Sponsorship valuation
• Marketing analytics

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Sponsorship Consulting Services: Professional consulting services for brand-side sponsorship strategy, including sponsorship strategy development, portfolio optimization, property valuation and evaluation, activation planning and execution, governance, measurement, rights management, negotiation strategy, and market analytics.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Lumency is a brand-side sponsorship consulting firm that delivers strategic advisory services across sponsorship strategy, portfolio optimization, property valuation, activation planning, governance, measurement, and rights management. It complements these services with proprietary software tools (Touchstone™, TrueValue™, Sponsorship Performance Scorecard™, Portfolio Healthcheck™, CultrIQ™, and various evaluation tools) that provide proposal management, valuation, and benchmarking capabilities to brand owner organizations across 21 countries.

Product overview

Lumency offers a suite of sponsorship consulting services complemented by proprietary software tools. The core offering includes strategic consulting across sponsorship strategy, portfolio optimization, property valuation, and activation planning. The software portfolio includes Touchstone™ as the central platform for sponsorship proposal management, alongside specialized evaluation tools (Local Sponsorship Evaluation Tool, Mid-Cap Evaluation Tool, Sponsorship Assessment Tool) for different spend thresholds, and measurement tools (Sponsorship Performance Scorecard™, Sponsorship Portfolio Healthcheck™ with TrueValue™ methodology, Activation Scorecard). Additional offerings include CultrIQ™ for syndicated research insights and Sponsorship Accelerate™ for governance modeling. The company operates brand-side only, established in 1996, serving clients across 21 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Touchstone: Online sponsorship proposal management platform that helps brands manage sponsorship proposals, grants, donations, and partnership requests.
• Lumency Sponsorship Performance Scorecard
• Lumency Sponsorship Assessment Tool
• Lumency CultrIQ

Products and services

• Sponsorship Consulting Services Professional consulting engagement covering sponsorship strategy development, portfolio optimization, property valuation and evaluation, activation planning and execution, governance building, measurement, rights management, and negotiation strategy for brand owner organizations.
• Touchstone™ Online sponsorship proposal management platform that enables brands to manage incoming sponsorship proposals, grants, donations, and partnership requests through a centralized, customizable portal with automated review, pre-set criteria scoring, and auto-generated responses.
• Sponsorship Performance Scorecard™ Standardized measurement solution that provides a consolidated Sponsorship Impact Quotient (ROO) for benchmarking and comparing sponsorship performance across a brand's entire portfolio, evaluating multiple sponsorships at once via customized surveys.
• Sponsorship Portfolio Healthcheck™ Portfolio validation tool that audits properties, validates performance, and develops optimization plans, including roadmap and reporting, comprehensive benchmarking against thousands of valuations, value snapshot and insights.
• TrueValue™ Industry-recognized business-science-based sponsorship valuation methodology that determines fair market category rights value for properties and assets, considering competitive pressures, market conditions, and business objectives.
• Lumency Sponsorship Assessment Tool Survey-based assessment tool that evaluates an organization's sponsorship activity across Investment and Strategy categories on a 5-point scale, providing a customized report with areas for improvement toward more effective sponsorship activity.
• Local Sponsorship Evaluation Tool Automated software platform for local sponsorship opportunity analysis under approximately USD $40,000 spend threshold, providing instant value analysis and auto-generating Letter of Agreement between brand and local property.
• Mid-Cap Evaluation Tool Semi-automated evaluation platform for mid-cap sponsorship opportunities with rights fee spend ≤ USD $250,000 and no to limited broadcast visible assets.
• Lumency CultrIQ™ Syndicated research insights platform providing industry intelligence and data for sponsorship decision-making.
• Activation Scorecard Evaluation tool that assesses and validates activation of sponsorship rights on a property-by-property basis, incorporating Lumency's 8 First Principles of Activation Design and 360° Activation Wheel Analysis.
• Sponsorship Accelerate™ Proprietary sponsorship governance model that provides direction for brands to make better decisions around sponsorships, ensuring proper governance around objective alignment, renewals, measurement, and activation.

Quantifiable outcome

• Only 31% of brand owners have standardized/structured approach to sponsorship evaluation
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• World Federation of Advertisers (WFA)coreStrategic or Co-development Partner · 16 February 2024Lumency co-publishes annual Global Sponsorship Trends reports with the World Federation of Advertisers. They also co-authored 'The Evolution of Sponsorship' report in 2024. Research represents brand owner organizations representing approximately 7% of global sponsorship spend.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• CSM Sport & Entertainment: Global sports and entertainment marketing agency offering sponsorship strategy, activation, and PR. Overlaps with Lumency in sponsorship consulting, but also operates in athlete representation, hospitality, and live events.
• Nielsen Sports: Global sponsorship research and media valuation arm of Nielsen, providing measurement and analytics to brands and rights holders. Comparable to Lumency's TrueValue and Performance Scorecard offerings, with a much larger parent and broader data footprint.
• Wasserman: Major sports marketing and talent management firm offering sponsorship sales, consulting, and analytics. Competes with Lumency on the brand-side consulting and valuation layer, though it also represents properties and athletes.
• MKTG: Experiential and sponsorship agency within the Dentsu network, providing brand activation, sponsorship consulting, and fan engagement. Overlaps with Lumency on the brand-side strategy and activation planning workstream.
• Octagon: Global sports marketing agency under IPG that offers sponsorship strategy, activation, and talent management. Overlaps with Lumency on brand-side sponsorship strategy but is broader, including rights-holder representation and event production.

Direct peers

• SponsorUnited: Sponsorship analytics and intelligence platform serving brand marketers with data on sponsorship properties, deals, and trends. Closest direct comparable in the brand-side sponsorship analytics and measurement space, with overlapping value proposition of rigorous data-driven sponsorship decisions.
• Two Circles: Sports marketing agency combining data analytics, consulting, and digital services for brands and rights holders. Comparable in its brand-side sponsorship advisory, measurement, and digital activation capabilities.
• The Sports Consultancy: Specialist sponsorship and sports strategy consultancy advising brands and rights holders on deal structuring, valuation, and portfolio strategy. Closely comparable boutique peer to Lumency in scope and client type.
• IEG (now Engine Sports): Long-standing sponsorship consulting and intelligence firm (originally IEG) now part of Engine, providing strategy, valuation, and analytics to brand owners. Highly comparable in scope, history, and client base to Lumency.
• Repucom (merged into Nielsen Sports): Formerly a standalone sponsorship research firm, now part of Nielsen Sports, providing valuation, market intelligence, and consumer research. Direct peer to Lumency's research and valuation methodology practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lumencyco
• Facebookfacebook.com/LumencyInc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lumency