Premiership Rugby taps Turnstile to value sponsorship offerings – SportsPro Media

Tenka Group-owned platform to provide English rugby union league with valuation report.

Premiership Rugby taps Turnstile to value sponsorship offerings

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  • Premiership Rugby will adopt Turnstile’s Dealmaker software, which has been used to model more than US$1.5bn of sponsorship packages
  • World Rugby, Formula One and Manchester City among existing clients of partnership valuation firm

Premiership Rugby has appointed sponsorship valuation platform Turnstile to value its partnership offerings as part of a broader review of its commercial programme. 

Turnstile, which is owned by the Tenka Group, will provide the body responsible for organising the top tier of English rugby union with a valuation report that will take into account benefits, exposure and intellectual property.

Premiership Rugby will also adopt Turnstile’s Dealmaker software, which the company says has been used by rights holders to model more than US$1.5 billion worth of sponsorship packages.

Mark Britain, chief  commercial  at Premiership Rugby, said: “I was keen to work with the Turnstile team as we look forward to implementing a new commercial programme at Premiership Rugby. 

“It is important that we are able to fully articulate our vision, and the impact that we are able to deliver for both existing and new partners. The relationship with Turnstile will focus not just on valuation, but also on how we can drive innovation to deliver maximum commercial growth.”

Premiership Rugby joins a growing list of rights holders that are using Turnstile to value their sponsorship deals, including World Rugby, Formula One and Manchester City. 

Dan Gaunt, general manager of Turnstile, added: “We are tremendously excited about working with the Premiership Rugby team as they re-shape their commercial programme.  Our recent work with a broad range of premium rugby properties and major leagues in other sports, has provided us with highly relevant learning and benchmarks that we will factor into the Premiership Rugby valuations.”

Premiership Rugby returns this week after a two-week mid-season break amid concerns over an outbreak of the new Covid-19 variant.

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