About

The thinking behind Platformation

Platformation was founded by Andrew and Maria Walsh to bring clarity to sponsorship decisions that carry real commercial weight.

We work with Rights Holders, Brands and Agencies on questions of value, performance and investment, where evidence needs to be clear, credible and able to stand up to scrutiny. Our focus is on understanding what sponsorship is worth in practice, and how that insight can be used to support confident business decisions.

Valuation sits at the centre of our work, but it is not the end point.

We combine analysis, experience, and objectivity to help organisations interpret evidence, test assumptions, and apply insight in real commercial situations.

Independence is fundamental to how we work. We are not tied to specific tools, inventories or media agendas. This allows us to use the most appropriate data and methods for each project, and to provide advice that reflects the evidence rather than a preferred outcome.

We are also direct in our approach. If findings challenge expectations, we explain why and what it means. Clear decisions depend on honest interpretation, not blind reassurance.

Over time, this approach has led to long-term relationships with clients operating at different stages and under different pressures, from early planning through to situations requiring the highest level of scrutiny.

Platformation exists to make sense of sponsorship value and ensure evidence is used with confidence, consistency and accuracy.

Andrew Walsh

CEO

For over 25 years, Andrew has specialised in business development, consultancy and commercial strategy, focusing particularly on sports and entertainment marketing. Always aiming to deliver a comprehensive perspective, he leverages his extensive network of contacts and relationships with leading brands, agencies, broadcasters, rights holders, and industry insiders. Driven by a passion for overcoming the challenges of business improvement, Andrew takes pride in his proven track record of leading multinational projects, consistently achieving ambitious commercial targets. It is for this very reason, that he has led our investment into an AI driven solution to modern media analytics.

Maria Walsh

COO

Maria possesses extensive experience in the sports business and commercialisation sectors. With a natural talent for business development, she excels at connecting businesses and individuals to achieve new commercial objectives. One of Maria's standout skills is her ability to analyse data, transforming dry tables of facts and figures into insightful conclusions that translate into actionable strategies. Fluent in three languages and possessing working knowledge of three others, Maria has a profound understanding of multicultural business relationships. Additionally, she is actively involved in various volunteer roles, supporting local grassroots sports initiatives.

Noah Getz-Brzezinski

Project Manager

Noah holds a Master’s degree in Economics from the University of St Andrews, where he graduated with first-class honours for his dissertation on the commercialisation of British rugby. He has since built a career in sports consultancy, working across sponsorship valuation, AI exposure modelling, and audience analysis. His expertise lies in applying data-driven methods to measure sponsor visibility and audience engagement, providing actionable insights that help rights holders maximise the commercial potential of their assets and identify whitespace opportunities.

Sandra Greer

Consultant

Sandra brings over 30 years of experience in developing and implementing market-leading measurement, research and evaluation programmes for both brands and rights holders. She specialises in leveraging multiple data sets to deliver comprehensive solutions and insights that inform strategic decisions. As an independent consultant, Sandra also serves as a co-course director for the European Sponsorship Association’s “Introduction to Sponsorship Certificate”, where she provides training on sponsorship research and the evaluation of ROO (Return on Objectives) and ROI (Return on Investment). Additionally, she is a member of the European Sponsorship Association and a Certified Member of the Market Research Society, holding the MRS Diploma.

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

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.