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.

02 Consolidated view

Five paths, compared

Each path starts from today's six partners. Every part of the score side by side, then the reasoning, roles and trade offs behind each one.

	01Recommended path0/80Prioritize+22 vs today	02Europe first0/80Prioritize+18 vs todayLIGUE 1	03Youth and gaming0/80Prioritize+15 vs today	04Women first0/80Prioritize+15 vs todayWNBA	05Decision makers and hosting0/80Consider+9 vs today	NowToday0/80Considerbaseline
Audience fit
Young job seekers/10	8.6	7.5	8.7	8.2	6.7	6.1
Passive job seekers/10	8.8	8.4	9.5	8.6	7.9	7.1
Decision makers/10	9	8.7	9.5	8.9	8.5	7.6
Women/10	10	10	7.5	10	7.5	5
Europe footprint/10	9	10	7	8	10	6
Brand fit
Property brand fit/15	10.5	10.5	9.3	10.5	10.8	10.1
Culture beyond sport/10	10	7.5	7.5	5	2.5	2.5
Whitespace
Whitespace vs competitors/5	4.7	4.5	4.5	4.7	4.5	4.7
Reach, overlap counted
Young JS reached	74.5%	56.3%	75.7%	67.3%	45.2%	37.1%
Passive JS reached	77.9%	70.1%	90.1%	74.7%	62.5%	49.9%
Decision makers reached	81.8%	74.8%	90.4%	79.2%	72%	58.2%
Shape
Partners	13	12	11	12	11	6
Overlap flags	1	0	0	0	0	0

Click any path to open it. The best score on each row among the paths is marked in blue.

CAA BC recommended

Recommended path

One property for each portfolio role, leaving out audiences the mix already reaches.

71of 80 · Prioritize+22 vs today's 49Open in Possibilities

Why this path

Fills every gap: young job seekers, women, France and Italy, and all four cultural categories.
Seven additions, chosen so each adds new people rather than the same fans twice.
Keeps Indeed's balance of global heroes, regional flagships and local market partners.

What it adds and why

PropertyRole in the pathScoreWithout it

Left out on purpose

Built on today's partners