Understanding the real value of sponsorship
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
A valuable partner offering constructive input and innovation from across the world of football and beyond.
Petr Zascherinsky
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.
Will 2026 be a turning point for Super League’s TV rights?
An in-depth look at the growing gap between Super League and Prem Rugby broadcast valuations, and why market structure, not audience demand, is driving the difference.
SailGP’s winning formula: The power of branding
An analysis of SailGP’s team model and why national identity, combined with sponsor branding, delivers value for fans and partners.
Revisiting the Elimination Mile
A look at why alternative formats are quietly re-emerging in athletics, and whether the Elimination Mile could offer a low-risk way to deepen fan engagement.
The forgotten maths that transformed sport
Can competition format drive audience growth? Using Speedway as a case study, this piece explores whether a forgotten mathematical framework still has relevance today.