Arsenal Appoint Turnstile

Apr 28, 2022

Turnstile are pleased to announce that they have been appointed by English Premier League club Arsenal to provide fair market price sponsorship valuation services.

Arsenal joins other major rights holders in adopting Turnstile’s valuation approach, which is premised on delivering holistic, fair market price valuations by quantifying the three key components of sponsorship value: Benefits, Exposure and Intellectual Property.

Since launching in 2018 Turnstile has valued hundreds of sponsorship deals, worth over USD $2.0 billion, and supports a number of the world’s most progressive rights holders, brands and investors including UEFA, World Rugby, The International Cricket Council, Formula 1, The British & Irish Lions, Manchester City, McDonald’s, Toyota & Coca-Cola.

Turnstile was built to provide both sponsorship buyers and sellers with unrivalled insight into the actual market value, or recommended transaction price, of global sponsorships.  Underwhelmed by traditional approaches to valuing sponsorship, Turnstile believes that the industry requires a valuation approach that was holistic, transparent and realistic.

Juliet Slot, Chief Commercial Officer at Arsenal, explained that they were looking for an approach that provides powerful and transparent insight about the fair market price of their sponsorship assets whilst also capturing the value to partners of associating with  a hugely successful and iconic club, across the men’s and women’s games;

“At Arsenal we’ve been following Turnstile for some time, and this felt like the perfect opportunity to engage them. We were particularly interested in Turnstile’s approach to valuing Intellectual Property as it relates to both our men’s and women’s teams. The men’s team is a global powerhouse in the sporting world and our women’s team is the most successful in the country and is competing at the  top of the FA WSL, which is experiencing rapid growth on all fronts. We liked the fact that Turnstile’s insight is grounded in the reality of how the market is actually transacting and it gives us a holistic understanding of the value of all of our sponsorship rights, beyond just the media exposure assets.”.

Dan Gaunt, General Manager of Turnstile, said

“We’re delighted to be working alongside Arsenal and this appointment is another powerful example of how leaders in the industry are looking for increasingly sophisticated approaches to sponsorship valuation. In recent years Arsenal has been a major innovator in the Football industry and our team is excited to be working with them to deliver unrivalled insight into the value of their sponsorship assets.”

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