Ulster Rugby Select Turnstile’s Dealmaker Software

Mar 22, 2022

Turnstile are pleased to have been appointed by one of Ireland’s four proud rugby provinces, Ulster Rugby, providing them with Turnstile’s industry leading software solution that allows the club to leverage thousands of data points to build detailed, bottom-up sponsorship valuations based on fair market pricing.

The appointment by Ulster Rugby means Turnstile’s valuation approach and data is being leveraged by yet another prominent Rugby rights holder, as they join Premiership Rugby, The United Rugby Championship, The British and Irish Lions, Bath Rugby, Rugby Australia & The All Blacks.

Since launching in 2018, Turnstile has valued hundreds of sponsorships deals worth over USD $2.0 billion, and supports many of the world’s most progressive rights holders, brands and investors.

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 believed that the industry required a valuation approach that was holistic, transparent and realistic.

Stuart Martin, Ulster Rugby’s Head of Marketing & Communications, explained that they were looking for an approach that provides powerful and transparent insight into the fair market price of their sponsorship assets:

“Turnstile’s experience across the global rugby landscape, as well as their approach to using actual market rates being paid for sponsorship, will be invaluable to us. The Dealmaker software will also enable us to quickly and accurately value our sponsorship packages, ensuring that we optimise our revenue and build better customised packages for our partners. Critically, it will also allow us to quantify the Intellectual Property value of associating with one of Europe’s most prominent rugby brands.”

Dan Gaunt, General Manager of Turnstile, said

“We’re thrilled to be supporting Ulster Rugby, and this appointment is another powerful example of how valuable Turnstile’s Software can be to the commercial teams of clubs, as well as the league organisers or national teams. The combination of our software and data will allow the Ulster’s partnerships team to model different package scenarios and ensure that they are capturing the full value of their inventory.”

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