Valuing a Healthcare Partnership with Clemson Athletics

Client Challenge

Prisma Health, the largest nonprofit health system in South Carolina, was evaluating an expanded multi-sport partnership with Clemson Athletics that would span football, basketball, baseball, softball, gymnastics, volleyball, lacrosse and soccer — plus digital content, in-venue activations and a dedicated NIL activation bank. With a two-year investment rising from $1.65 million to $2.25 million annually, Prisma Health needed an independent fair market valuation to confirm the package delivered value commensurate with the financial commitment and to guide activation strategy.

Approach

Victus Advisors conducted a comprehensive sponsorship valuation covering both tangible and intangible components of the proposed partnership. The work included a demographic and reach analysis of the Upstate South Carolina market and Clemson's national audience, benchmarking against comparable university-healthcare sponsorship agreements and an asset-level media valuation of every inventory item across each sport and platform for both years of the deal.

Benefits to Client

The valuation confirmed that Prisma Health's partnership delivers strong value across both years of the deal. Victus estimated roughly $2.1 million in Year 1 media value — nearly 60% above the amount assigned to those assets in the proposal — with Year 2 media value exceeding the proposal's asset allocation by more than 20%. The analysis also produced a set of activation and NIL strategy recommendations to help Prisma Health align athlete partnerships with its clinical outreach priorities. These findings equipped Prisma Health to finalize the partnership with a clear market-based rationale and a plan to maximize return across both years.