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.

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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

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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

Co-Founder and Director of External Affairs, MarkSetBot

A valuable partner offering constructive input and innovation from across the world of football and beyond.

Petr Zascherinsky

Chief Financial Officer, FC Zenit St. Petersburg

Platformation have provided great insight and recommendations across our broad, diverse portfolio of events and content.

Walter Böhm

Head of Content Acquisition & Partner Management, Red Bull Media House

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

Executive Director, GLA

Andrew and his international network of suppliers delivered a comprehensive set of valuable insights.

Simon Thomas

Senior Advisor, Colgan Bauer

Resourceful and skilled, with a fantastic network and incredible experience. A valued and trusted business partner.

David Sim

Head of Football & Broadcast, CSM

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.

Sponsorship Valuation

Understand what a partnership is worth, how value is created in practice, and how to strengthen it over time

Media Valuation

Quantify sponsorship visibility and reach across broadcast, digital and social channels to establish fair value

Market Research

Clarify how sponsorship shapes audience awareness, perception and behaviour beyond exposure metrics

Desk Research

Build a clear picture from existing data and evidence to establish context before deeper analysis begins

Specialist Services

Tailored analysis to answer specific commercial questions when standard valuation or research is not enough

Advisory & Consultancy

Turn insight into confident decisions by applying evidence and experience to real commercial challenges

Explore Services

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.

Tracking how senior sponsorship decision-makers think, invest and respond to emerging trends through longitudinal research since 2018.

Establishing a clear view of sponsorship value to support planning and negotiations ahead of market entry.

Understanding sponsorship value and audiences across flagship aquatic events to support future commercial planning.

Using global audience research to inform early planning and commercial discussions.

Ongoing media insight and broadcast support to strengthen sponsor value and global distribution.

Evaluating naming rights value to support planning and funding of a new stadium.

Developing a defensible framework for sponsorship valuation under Financial Fair Play

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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.