Work
Rights holder for professional football in Germany
The situation
The Bundesliga was preparing to take a new commercial asset to market and to explore further strategic collaboration opportunities across its competitions.
Before progressing, they needed a clearer understanding of sponsorship value and the drivers that would shape internal planning and future commercial discussions.
The need
The Bundesliga needed to establish a structured, defensible view of sponsorship value and its underlying drivers before engaging the market.
The priority was to support internal planning and informed commercial discussions, grounded in evidence rather than assumption.
Our approach
We carried out sponsorship valuation focused on the new asset, applying a proven valuation framework to assess value potential across Bundesliga and Bundesliga 2.
The analysis examined tangible, intangible and intellectual property dimensions of sponsorship, providing a clear overview of value drivers and areas of opportunity. The work was designed to support internal discussion and evaluation, rather than immediate external positioning.
The outcome
The valuation gave the Bundesliga a clearer understanding of sponsorship value and its underlying drivers across their competitions.
The insight informed internal planning and exploration of future strategic collaborations, and provided a stronger evidence base for subsequent commercial discussions.
Services
On behalf of the DFL, we have commissioned Andrew and his team at Platformation to conduct an evaluation of the sponsorship landscape – including tangible, intangible, and IP opportunities – for Bundesliga and Bundesliga 2, for the purpose of internally exploring further potential strategic collaborations. They have conducted forensic assessments, and their analysis provided a structured overview and insights that have been considered in our internal discussions. We wouldn't hesitate in recommending them further as experts in their field.
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.
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.