DDMC Fortis, the exclusive commercial partner for the Asian Football Confederation, the continental governing body for soccer, said today that it has appointed Turnstile, the sponsorship-pricing platform, to support its commercial programme.
Turnstile will value sponsorship packages covering the AFC Asian Cup, AFC Asian Champions League, AFC qualification competition for the Fifa World Cup 2022 in Qatar, AFC Women’s Asian Cup and AFC Youth Championships.
DDMC Fortis, a joint venture between the Fortis Sports sports marketing agency and DDMC, the Chinese sports, media and entertainment company, said: “Turnstile was launched in 2018 to provide a more holistic approach to pricing sponsorships in the sport and entertainment industry. The platform uses a combination of market benchmarks and proprietary data to accurately price the exposure, benefits and intellectual property associated with sponsorship.”
Since its launch, Turnstile has been adopted by rights holders including Formula 1, World Rugby, a major Premier League team and Williams Racing. Brands such as Adidas, Mondelez and Coca-Cola are also using the platform to understand the fair market price of sponsorships.
Designed by Gemba, Turnstile claims to provide “the first holistic measurement approach of sponsorship by quantifying value across three core components.” These are: benefits; exposure; and intellectual property.
Ned Negus, executive vice president partnerships at DDMC Fortis, said: “As we start the sales of AFC properties, we want to ensure that we are using the most innovative valuation metrics in the market. We felt that Turnstile addressed this aspiration with its holistic approach to quantifying value of sponsorship programs. The Turnstile methodology will allow us to present a coherent, fact-based approach to our pricing of packages, while also helping to better align the packages against the specific needs