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Turnstile appointed to provide sponsorship valuation services for the British and Irish Lions

Turnstile appointed to provide sponsorship valuation services for the British and Irish Lions
January 12, 2022

Ahead of their tour to Australia in 2025, rugby heavyweights - The British & Irish Lions – have appointed Turnstile to provide sponsorship valuation services.

The British & Irish Lions join other major rights holders in adopting Turnstile’s valuation approach which is premised on quantifying the fair market price of the three key components of sponsorship value being Benefits, Exposure and Intellectual Property. Turnstile has valued the sponsorship rights for a variety of other major rights holders including FIFA, UEFA Champions League, Formula 1, Formula E, World Rugby, the ICC, Premiership Rugby, the Asian Football Confederation and Manchester City amongst many more.

Turnstile was launched in 2018 to provide a more holistic approach to valuing sponsorships in the sport and entertainment industry. The platform uses a combination of market benchmarks and proprietary data to accurately price the Exposure, Benefits and Intellectual Property rights within sponsorship contracts.

Tom Halsey, Commercial Director of The British & Irish Lions, explained that they were looking for an approach that provides powerful and transparent insight about the fair market price of their sponsorship assets while also capturing the value to partners of associating with such an iconic rugby brand, steeped with pride and tradition, and possessing a sizeable and highly passionate fan base.

Halsey advises “we felt Turnstile ticked these boxes really well. Their deep insight into the market rates being paid for Exposure assets such as playing apparel and digital content really stood out to us, as well their market leading approach to valuing Intellectual Property. Turnstile will provide us with valuations that are not only rigorous but reflect the entire value proposition of The British & Irish Lions.”

Dan Gaunt, General Manager of Turnstile enthused “we’re thrilled to be supporting The British & Irish Lions. We’ve been tracking their fan base in our global consumer research program for some time and, unsurprisingly, we know there are really strong levels of consumer sentiment towards the brand. We’re confident that our experience in valuing deals across many of the world’s biggest rugby properties will deliver invaluable insight”.

Turnstile is owned by the Tenka Group - a holding company focussed on sport and entertainment businesses. 

Image courtesy Turnstle

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