2 min read

ICC Enlists Turnstile To Value Sponsorship Portfolio


The International Cricket Council (ICC) has announced the appointment of Turnstile to create a valuation of the ICC’s sponsorship portfolio for its next commercial rights cycle for all events held between 2024-2031.

The move sees the ICC join other global rights holders who have used Turnstile’s valuation services such as FIFA, UEFA Champions League, Formula One, World Rugby, Rugby Australia, and many more.

The valuation process focuses on the criteria of sponsorship value, Benefits, Exposure and Intellectual Property, with Turnstile to work closely with the ICC commercial team throughout the process.

As part of the partnership, the ICC will also use Turnstile’s Dealmaker software to allow the commercial team to model the value of new partnerships and renewals through the analysis of thousands of data points and market benchmarks.

Turnstile general manager, Dan Gaunt, said to date, the software has been used to model over US$2 billion (AUD$2.8 billion) of partnership packages.

“The ICC valuations are the perfect use case to demonstrate the strength of the Turnstile approach,” Gaunt said.

“The global and diverse nature of the ICC event portfolio requires a methodology that moves beyond the traditional sole focus on exposure.

“Our industry leading approach to pricing of Intellectual Property and deep repository of digital pricing benchmarks will help the ICC commercial team shape an industry leading commercial program,” he said.

The announcement follows recent news the British & Irish Lions and European Professional Club Rugby (EPCR) have also brought Turnstile in to valuate their commercial portfolios, and also recently New Zealand Cricket in the cricket world.

The British & Irish Lions commercial director, Tom Halsey, said the organisation was looking for an approach that provides powerful and transparent insights about fair market value of sponsorship assets.

“We felt Turnstile ticked these boxes really well,” Halsey said.

“Their deep insight into the market rates being paid for Exposure assets such as playing apparel and digital content really stood out to us, as well as their market leading approach to valuing Intellectual Property.

“Turnstile will provide us with valuations that are not only rigorous but reflect the entire value proposition of The British & Irish Lions,” he said.

It's free to join the team!

Join the most engaged community in the Sports Business World.

Get all the latest news, insights, data, education and event updates.