A good night’s sleep that looks like a calculation
We calculate the accurate value of commercial partnerships in sport and entertainment.
If what keeps you awake at night is making a big sponsorship decision without some expert help to figure out what it’s worth, then we may have something for you. Our sponsorship evaluation model, used by sports clubs, governing bodies and entertainment venues, is as accurate as it gets.
Stop me if any of this sounds familiar.
You’re a brand with marketing dollars to spend.
You own sporting rights and you’re looking to turn them into marketing dollars.
You’ve turned your rights into dollars and now someone’s asked to see your workings.
Whichever it is, when the deal is made you need to know the price is right. Will the results delight your shareholders and your bank manager, or are you about to drive your brand into a very overpriced cul-de-sac?
The numbers are big, reputations are at stake, and everyone’s looking at you for the right answer.
If only there was someone you could turn to who had a model that valued these deals with ridiculous accuracy. Something road-tested by sponsors, rights holders, and governing bodies, cross examined by lawyers, and weighed up by economists and politicians .
Welcome to Platformation
UPGRADE TO RIDICULOUSLY ACCURATE
Take whatever impressions you already have of sports sponsorship valuation and gather them into a pile. Now put them in a file marked “Version 1.01”.
We’ve created Version 2.0
Right is good. Spot on is great.
If all you want is a valuation just to tick a box, there are lots of people you could use.
But when reputations are on the line, you don’t want just anybody.
You want someone who’ll produce clarity from the complexity.
Someone with a track record of advising the biggest names in the business. Names that come back again and again because they rely on the unswerving accuracy.
Someone with decades of knowledge and successes (and no failures).
The people who invented the model which many view as the standard.
Someone who won’t give you an answer until they’re 100% certain it’s as accurate as it can be.
Come for the valuation. Stay for all the advice you need to make it work.
Sound too good to be true? Try us.
Right is good. Spot on is great.
If all you want is a valuation just to tick a box, there are lots of people you could use.
But when reputations are on the line, you don’t want just anybody.
You want someone who’ll produce clarity from the complexity.
Someone with a track record of advising the biggest names in the business. Names that come back again and again because they rely on the unswerving accuracy
Someone with decades of knowledge and successes (and no failures).
The people who invented the model which many view as the standard.
Someone who won’t give you an answer until they’re 100% certain it’s as accurate as it can be.
Come for the valuation. Stay for all the advice you need to make it work.
Sound too good to be true? Try us.
Platformation at a glance
Platformation determines the most accurate value of sponsorships in the world of sport and entertainment. But we do more than crunch numbers and we offer more than just a valuation.
Accurate
We don’t do ballpark. We do uncanny precision.
Credible
We’re the first choice of sponsors, rights holders and governing bodies.
Experience
25 years, hundreds of projects, zero failures.
Connected
Accuracy is a team sport, and we are a team (and network) of all the talents you need.
Collaborative
Come for the valuation. Stay for all the advice required to make the deal work.
Restless
We never stand still. The next big thing? We’re probably working on it.
The Dream Team
Getting on for a decade ago, two of us sat down in a Spaces meeting room, shut the door, and turned our phones off. Change was in the air…
Global Research Programme for a high-tech series in sailing.
“Platformation has proven an invaluable support with the global research for SailGP. The depth of insight and knowledge they have brought to the commercial programme both internally and through partner workshops has helped to inform and guide our fan and marketing initiatives. While establishing our new championship featuring multiple venues, teams, broadcasters and sponsors, their experience and appreciation of the market have been as welcome as the professional and smooth execution of the work.”
Tim Godfrey, Chief Marketing Officer at SailGP
Diverse set of projects in the field of research, evaluations and consultancy.
We have worked with Platformation on a wide range of topics over the past few years. They have shown themselves to be resourceful and skilled at adapting to each challenge, while able to deliver appropriate insight and support at all levels from project management through to C-Level. We have appreciated their motivation and constant efforts to innovate and support our business. With a fantastic network and incredible experience, Andrew is a valued and trusted business partner.”
David Sim, Head of Football & Broadcast at CSM
Evaluation and consultancy on the naming rights to the Tottenham Hotspur stadium.
“As part of our planning for the construction of our new stadium, we required an expertise and assessment of the value of the naming rights, which featured a number of unique features, such as a our innovative Sky Walk, the potential option on the local Tube Station, a potential permanent residency of an NFL franchise including all home games. Furthermore, we required a document that could not only be taken to potential sponsors and marketing partners but also to financial institutions involved in the funding of the build. We chose Platformation for the task due to the immense experience and reputation they could bring to the task and the resulting report was a credit to the work put in and provided a solid basis for our discussions and negotiations.”
Fran Jones, Head of Partnerships at Tottenham Hotspur FC
Evaluation and consultancy on the naming rights to the Tottenham Hotspur stadium.
“I got to know Andrew back in his days at Sport+Markt, where he looked after the Team/UEFA account on European Club competitions. Their work was always provided at a very high standard and there was a strong professional relationship in place. Some years later, I was involved advising SailGP, a startup Grand Prix sailing event. We engaged Andrew’s new company, Platformation, to provide research and analytical services in the major SailGP markets, for the purposes of measuring and understanding awareness, profile and image attributes in its first and subsequent seasons. I considered the project a success, as Andrew (and his international network of suppliers) delivered a comprehensive set of valuable insights. He is a good and reliable operator and I would endorse his work to anyone wants similar services.”
Simon Thomas, Senior Advisor at Colgan Bauer
Sponsorship portfolio evaluations and ongoing consultancy on sales and commercial strategy
“Andrew Walsh, now as head of Platformation, has been a valuable partner for our club, providing established models and metrics from industry best practice in the management of our commercial revenue for the club. They have shown great attention to detail and an appreciation and understanding of the cultural context of Russian football, while offering constructive input and innovation from across the world of football and beyond.”
Petr Zascherinsky, Chief Financial Officer at FC Zenit St. Petersburg
Setting the standard for sponsorship evaluation
“In the formative days of the UEFA FFP regulations, we were looking for a model to determine the Fair Value of sponsorships agreed between related parties, where there was potential for inflated bookkeeping. Andrew and his team developed a robust model encompassing tangible and intangible assets, that was in a position to assess the maximum justifiable value and a market “going rate” with the range in between considered acceptable. This model was put through review in detail by lawyers, economists and politicians, as well as ourselves of course. Ultimately, we were happy that the model stood up to the test and was solid and justifiable, so we implemented it into the UEFA FFP analysis.
Andrew was a reliable business partner and thorough in his work. He showed a great understanding of the challenge and was able to create an innovative approach that met our needs. I would not hesitate to recommend him further.”
Andrea Traverso, Director of Financial Sustainability and Research at UEFA.
Economic impact and feasibility study
“At GLA, we commissioned Andrew and his team to conduct an economic impact and feasibility study into a potential London candidature for the World Expo. Ultimately, we decided against the bid, a decision which was, amongst other things, influenced by the findings of their consultancy. 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, (CEO – London & Quadrant), former Executive Director at the Greater London Authority
Numerous platform evaluations, in addition to ongoing media and strategy consultancy
“Platformation have provided great insight and recommendations across our broad, diverse portfolio of events and content. The calm approach to a challenging schedule and complex structure of stakeholders has been a pleasure. I wouldn’t hesitate to recommend them for all valuations and strategy consultancy on the commercial side of sport and entertainment.”
Walter Böhm, Managing Director at SportBusiness, former Head of Content Acquisition & PartnerManagement at Red Bull Media House
Set up of all research measures and marketing strategy for the club
“Maria was an amazing account manager for FC Zenit, she helped us set up all research areas and marketing strategy for the Club, and she was always contributing far beyond the scope of her role as a regular consultant. My favorite expression at the time was that Maria absolutely lives up to “operational excellence” – their company’s slogan. I will be very happy to cooperate with Maria again.”
Elena Shkil, FC Zenit former Head of Marketing
Cooperation between Global MMK & Platformation
“Platformation brings a wealth of experience, a high level of expertise and market knowledge as well as an extensive industry network.
The cooperation between Global MMK and Platformation offers a broad spectrum of expertise, know-how and technology.”
Marc Rapparlié, CEO & Founder Global MMK
Media Monitoring and Broadcasting Distribution supertri - Triathlon
“Platformation has been supporting Supertri (formerly Super League Triathlon) since 2022. Their global monitoring of our media performance across both broadcast and digital/social media has been exceptional – detailed and accurate throughout. The cutting-edge systems employed have provided greater insight into not only our Key Commercial Performance Indicators but have also revealed opportunities for optimisation of value for both our broadcast product and the ROI for our sponsors. The reporting has been clear and accessible, presented in a practical, helpful manner through modern platforms and dashboards, not to mention the personal availability of the team throughout. Based on this, we also engaged Platformation in 2023 to manage our broadcaster relations. Since then, they have overseen our broadcaster accounts and secured numerous new agreements around the globe. Their access to and understanding of media data and the broadcast landscape has been invaluable, and their network and contacts have proved fruitful on multiple occasions. We wholeheartedly recommend Platformation and can vouch for their capabilities and enthusiasm to help their clients succeed.”
Michael D’Hulst, Co-Founder & CEO, SuperTri