Work
Rights holder for a leading Premier League football club
The situation
Tottenham Hotspur was in the planning phase of building a new stadium, a project with significant long-term commercial and financial implications.
As part of this process, the club needed to understand the potential value of naming rights connected to a venue with a number of distinctive commercial features and future use cases.
The need
Tottenham Hotspur needed a credible, well-structured assessment of naming rights value that could support both commercial discussions and conversations with financial institutions involved in funding the build.
The priority was to establish a defensible view of value that reflected the unique characteristics of the stadium and its future role, rather than relying on headline comparisons.
Our approach
We carried out a detailed evaluation of the stadium’s naming rights, taking into account a range of commercial and contextual factors specific to the project.
This included assessment of the stadium’s design and features, its location and accessibility, and the potential impact of future developments on usage, audience and commercial appeal.
The findings were brought together in an expertise report designed to support planning, negotiation and funding discussions, with clear assumptions and structured reasoning throughout.
The outcome
The evaluation provided Tottenham Hotspur with a solid evidence base to support planning and funding of the new stadium.
The insight was used in discussions with potential partners and financial stakeholders, helping ground negotiations in a realistic and well-understood view of naming rights value.
Services
As part of our planning for the construction of our new stadium, we required an expertise and assessment of the value of the naming rights, which featured a number of unique features, such as a our innovative Sky Walk, the potential option on the local Tube Station, a potential permanent residency of an NFL franchise including all home games. Furthermore, we required a document that could not only be taken to potential sponsors and marketing partners but also to financial institutions involved in the funding of the build.
We chose Platformation for the task due to the immense experience and reputation they could bring to the task and the resulting report was a credit to the work put in and provided a solid basis for our discussions and negotiations.
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.