Understanding the real value of sponsorship
Platformation is a sports sponsorship valuation agency. We help rights holders, brands and agencies understand what their partnerships are really worth, and use that insight to make better commercial decisions.
Sponsorship investment is rising, but certainty is not
Boards expect evidence. Deals face closer scrutiny. And exposure alone no longer explains the value of sports sponsorship.
Many organisations are still relying on numbers that describe visibility, not value. When those numbers are challenged, decisions become harder to defend, negotiations weaken and confidence drops - often at board level.
What organisations need is an accurate view of sponsorship value
One that shows what drives value, what influences it, and what it means for the decisions that follow. That clarity creates a robust, defensible view of performance. One that supports confident negotiation, clearer investment choices and long-term commercial growth.
That is the foundation of our work at Platformation.
Our Services
We support organisations at different stages of the sponsorship lifecycle, from understanding value to applying insight in practice. Each service addresses a specific question, while together they provide a clear, connected view of sponsorship performance.
Delivered Work
We provide independent analysis to rights holders, brands and agencies on sponsorship decisions where evidence must be clear, credible, and commercially grounded, and able to withstand both internal and external scrutiny.
Client Solutions
We support the different audiences involved in sponsorship decisions, each approaching value from a distinct perspective.
What they share is the need for credible, independent evidence to support confident commercial choices.
Advising on, structuring, or activating sponsorship partnerships
Objective sponsorship insight to support confident Agency recommendations when value, pricing, or performance are challenged.
Investing in sponsorship to drive brand and commercial outcomes
We help Brands evaluate whether sponsorship investment is delivering value, connecting ROI, exposure and impact to support confident, evidence-led decisions.
Owning, managing, or commercialising sponsorship rights
Rights Holders are responsible for maximising the value of sponsorship assets while balancing pricing, renewal and long-term partner relationships. Understanding what assets deliver in practice, and how that value stands up in negotiation, is essential.
Platformation did a great job for MarkSetBot on this project. It really helped launch both our marketing and fundraising efforts. We highly recommend them!
Matthew Morin
Platformation have provided great insight and recommendations across our broad, diverse portfolio of events and content.
Walter Böhm
Andrew’s experience and understanding of the field offered great confidence and the rigour they applied to such a complex challenge was best in class.
Fiona Fletcher-Smith
Andrew and his international network of suppliers delivered a comprehensive set of valuable insights.
Simon Thomas
Resourceful and skilled, with a fantastic network and incredible experience. A valued and trusted business partner.
David Sim
Insights and Analysis
Our Insights bring together research, reporting and observations, from our work across sponsorship, media, and events. They range from structured reports to practical commentary, focused on understanding what is happening, why it matters, and how evidence should be interpreted.
Charity Sponsorship: Growing Appetite, Missing Structure
More brands back charities than five years ago, yet corporate money isn’t keeping pace. We look at the data and what makes a charity partnership credible.
Record Deal or Record Headline?
At roughly €26m to €32.5m a season, the Generali deal isn’t a record. In today’s money it’s nearer €480m to €530m, and UEFA nights won’t carry the name.
96 grounds, 37 names: how the big five handle naming rights
Only 37 of the 96 grounds in Europe’s big five leagues carry a corporate name, and 15 are German. We counted every ground and asked if fans notice.
The Middle East Exchange: Capital Out, Sporting Value In
Capital flows out of the Gulf and sporting value flows back. Saudi Arabia, the UAE and Qatar sit at the centre, and their audiences differ sharply.