The Jockey Club Appoint Turnstile to Value Sponsorship Assets
Sep 9, 2022
Turnstile are pleased to announce they have been appointed by the UK’s largest commercial racing organisation, The Jockey Club, to provide fair market price sponsorship valuation services.
The Jockey Club is synonymous with major racing events, with The Cheltenham Festival, The Derby and The Randox Grand National drawing significant interest both in the UK and from around the world.
The Jockey Club joins other major European rights holders in adopting Turnstile’s valuation approach, which is premised on using market rates and a leading methodology to deliver sponsorship valuations that are accurate, credible and defensible.
Since launching in 2018 Turnstile has valued sponsorship deals worth over USD $2.0 billion and supports a number of the world’s most progressive rights holders, brands and investors including Formula One, UEFA, World Rugby, The International Cricket Council, Formula E, Arsenal FC, England Rugby & Premiership Rugby.
Tom Sammes, Head of Strategy at The Jockey Club, explained that they were looking for a sponsorship valuation approach that will help guide their commercial strategy not just for its flagship festivals and fixtures but for all of The Jockey Club’s events across the entire racing calendar:
“Turnstile’s approach to sponsorship valuation appealed to us as we seek to transform our partnership portfolio. We have designed a new, exciting set of partnership packages with year-round activation across our 15 racecourses and Turnstile’s external valuation will validate our rights composition and pricing as we launch the new packages into the market.”
Dan Gaunt, General Manager of Turnstile, said
“We’re delighted to be working alongside The Jockey Club and this appointment is another powerful example of how leaders in the industry are looking for increasingly sophisticated approaches to sponsorship valuation that clearly and transparently help them understand the fair market price of their assets. Our approach to valuing Intellectual Property valuation will also be of particular importance in capturing the value of the major properties such as The Cheltenham Festival, The Derby, and The Randox Grand National.”
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