Method

How the scores are built

Property score, out of 80

The Indeed scorecard. Audience fit /50 across ten criteria: reach and affinity for global, young job seekers, passive job seekers, SMB and enterprise decision makers. Brand fit /25: employment reputation (positive plus negative) x 2, storytelling, ownability, B2B hosting. Whitespace /5. 60 and over Prioritize, 45 to 59 Consider.

Bands: global reach under 1m to 30m+; segment reach under 5% to 25%+ of the segment; affinity index under 70 to 130+.

Where audience fit comes from

CAA BC scorecard. MLB, Red Bull, MotoGP, MLS, Paramount+, SailGP, NWSL and Six Nations, as scored in the workbook.
GWI sports export. GWI Core and GWI Work, Q4 2025 to Q3 2026, eight Indeed markets, Mexico excluded. Checked against the scorecard: MLB 44 vs 43, MLS 42 vs 41, MotoGP 36 vs 35.
League read. Premier League, Bundesliga and Eredivisie from the scorecard workbook's GWI read.
Club estimate. League affinity, reach set at 10% of the league's. Brentford, Eintracht, Utrecht and LAFC.
Category estimate. Music, fashion, tennis, TGL and gaming events have no property level data. The GWI category read is scaled to the property: 35% for a global platform, 20% for a flagship event, 12% for a regional event or brand.

Brand fit and whitespace

Scorecard. The eight scorecard properties carry the workbook's scores and evidence.
Assessed. Named properties scored property by property, with evidence notes. CAA BC judgement, to verify.
Default. The rest carry a sport level default, flagged on the property. Game titles take their publisher's employer record.
Whitespace reflects job platform competitors: LinkedIn, ZipRecruiter, Stepstone, XING, HelloWork, LeBonCoin and others.

Inferred, flagged on every property

The GWI export has one hiring managers column, so SMB and enterprise decision makers score the same.
Global reach and affinity for export properties are built from the segment columns.
Category reads report affluent job seekers, read here as passive job seekers.

Overlap

A set's audience is unduplicated reach. Two properties overlap by chance, plus 30% of the smaller audience when they share a home market (index 150+), calibrated on MLB with MLS in the gap analysis export, where the real overlap runs 20% to 36% across segments. MLB with Red Bull, no shared home market, is close to chance. Same sport adds 20% (inferred). A club counts as inside its league, a team inside its series.

Pairs that overlap by half or more are flagged. Reach becomes points as 10 x the square root of the share reached, so each new property adds less as a set fills. Absolute reach runs high where real overlap data is missing; use it to compare, not to quote.

Set score, out of 80

Young job seekers. Unduplicated share of young job seekers the mix reaches, overlap counted, scored 10 x the square root of the share.
Passive job seekers. Unduplicated share of passive job seekers reached, same scoring.
Decision makers. Unduplicated share of SMB and enterprise decision makers reached, averaged, same scoring.
Women. Women's properties and the categories with the strongest female affinity (fashion, music, TV, tennis). None 1, one 5, two 7.5, three or more 10.
Europe footprint. UK, DE, FR, IT, NL. Per market, the best market index in the mix: 120 or more scores 2, 100 or more scores 1. Local market partners count half.
Property brand fit. Average brand fit of the mix, scaled to 15.
Culture beyond sport. TV, gaming, music and fashion, 2.5 each.
Whitespace vs competitors. Average whitespace of the mix.

A CAA BC construction on the scorecard's three pillars. No rights fees are modelled.

01 Possibilities

Every property, scored

96 properties across sport, gaming, music, fashion and TV, each on the Indeed scorecard. Build a set, look at it as a grid, a map or a ranking, and open any property for the full read.

96 of 96

Start from6 in your set

Football11

Tournaments and Games12

Motorsport, sailing and cycling6

Basketball, baseball and combat7

Golf6

Tennis and racquet7

Gaming titles29

Gaming events5

Music8

Fashion and TV5

Audience fit0.0 / 50

Young job seekers6.1 / 10

Passive job seekers7.1 / 10

Decision makers7.6 / 10

Women5 / 10

Europe footprint6 / 10

Brand fit0.0 / 25

Property brand fit10.1 / 15

Culture beyond sport2.5 / 10

Whitespace0.0 / 5

Best market readindex

US165CA125JP116UK260FR102DE466IT100NL5409