International Cricket Council (ICC) Appoint Turnstile

The International Cricket Council (ICC) has appointed Turnstile to work alongside its commercial team to value its Sponsorship program for the next commercial rights cycle. This remit encompasses all ICC events being held from 2024 to 2031, including the ICC Men’s and Women’s Cricket World Cups and T20 World Cups.

The appointment comes shortly after the ICC confirmed the host locations for the next cycle of Men’s events. In June 2024, the ICC Men’s T20 World Cup will go somewhere it has never been before, with USA hosting the event alongside the West Indies, which staged the tournament in 2010. Eight months later, in February 2025, Pakistan will host the Men’s Champions Trophy. It will be the first major global cricket tournament played in Pakistan since 1996 when it hosted the Men’s Cricket World Cup alongside India and Sri Lanka. In 2026, India and Sri Lanka will host the Men’s T20 World Cup, before another first-time major event host in 2027.

The ICC joins other major global rights holders in adopting Turnstile’s valuation approach which is premised on quantifying the three key components of sponsorship value being Benefits, Exposure and Intellectual Property. Turnstile has valued the Sponsorship portfolio for a variety of other major rights holders including FIFA, UEFA Champions League, Formula 1, Premiership Rugby, the Asian Football Confederation, World Rugby and Manchester City.

Dan Gaunt, General Manager of Turnstile commented:

“The ICC valuations are the perfect use case to demonstrate the strength of the Turnstile approach. The global and diverse nature of the ICC event portfolio requires a methodology that moves beyond the traditional sole focus on exposure. Our industry leading approach to pricing of Intellectual Property and deep repository of digital pricing benchmarks will help the ICC commercial team shape an industry leading commercial program.”

In addition to a valuation report, the ICC will be using Turnstile’s Dealmaker software. Dealmaker puts thousands of data points and market benchmarks in the hands of commercial teams allowing them to quickly model the value of new deals and renewals. The Dealmaker software has been adopted by several global rights holders and is being used to model over USD $2 billion of partnership packages.