Work
Rights holder for a global sailing championship
The situation
In 2019, SailGP launched a new international sailing championship built around high-performance racing, multiple host venues and a global broadcast and sponsorship model.
At launch, they needed a clear understanding of audiences across key territories to support planning, commercial positioning and partner engagement as the championship took shape.
The need
SailGP needed robust, comparable audience insight across markets at an early stage of the championship.
The priority was to establish a credible evidence base that could inform fan strategy, marketing planning and commercial discussions, while also documenting performance from the first season.
Our approach
We designed and delivered a global market research programme across seven territories, using two complementary study designs and multiple measurement points across the season.
The research focused on understanding fan base composition, distribution and response, providing insight that could be used both for future planning and for evaluating the inaugural season.
Findings were delivered through structured reporting and accessible dashboards, and shared directly with internal teams and commercial partners through workshops and presentations.
The outcome
The research gave SailGP a clearer view of who their audiences were, where they were located and how the championship was being received across markets.
The insight informed fan and marketing initiatives, supported event and commercial planning, and provided a documented baseline from which the championship could continue to develop.
Services
Platformation has proven an invaluable support with the global research for SailGP. The depth of insight and knowledge they have brought to the commercial programme both internally and through partner workshops has helped to inform and guide our fan and marketing initiatives. While establishing our new championship featuring multiple venues, teams, broadcasters and sponsors, their experience and appreciation of the market have been as welcome as the professional and smooth execution of the work.
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.