Rights Holders
Valuing and commercialising sponsorship rights
Rights Holders are responsible for owning, managing and monetising sponsorship assets in increasingly complex commercial environments. Understanding what assets deliver in practice, and how that value holds up in negotiation, is critical.
Exposure alone rarely provides a complete picture. Rights Holders need a clear, defensible view of both visible and less tangible value, including how sponsorship performs across audiences, platforms and partnerships. Credible evidence is essential to support pricing, renewal and commercial discussions, and to identify where value is being realised or left on the table.
We provide independent analysis that helps Rights Holders understand asset value, strengthen commercial positions and approach negotiations with clarity and confidence.
Stronger commercial positions
Our work strengthens pricing, renewal and negotiation positions for Rights Holders in complex commercial discussions.
Use cases
- Valuing sponsorship assets or portfolios for commercial decision-making
- Supporting pricing, renewal or renegotiation discussions with partners
- Preparing for commercial negotiations with sponsors or buyers
- Comparing the performance of sponsorship assets across delivery channels
- Identifying unrealised commercial potential within existing assets
Proven outcomes
- Clearer understanding of sponsorship asset value
- Stronger, more defensible pricing positions
- Greater confidence in renewal and negotiation decisions
- Improved alignment between asset delivery and commercial strategy
Engagement model
- Independent valuation of sponsorship assets and portfolios
- Evidence-led assessment to support pricing and renewal discussions
- Clear articulation of both realised and unrealised commercial value
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
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.
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.
How to define value in modern sponsorship
Boards want evidence. Stakeholders see value differently. Our framework for defining sponsorship value around purpose, performance and efficiency brings clarity before the contract is signed.
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