Formula 1®.

It’s the world’s fastest sport, where global heavyweights gather for 21 races a year from Monaco to China, from traditional broadcast to esports streams, from the paddock to the podium… Formula 1 is an irresistible proposition to sponsors.

In 2017, The Formula 1® team was looking for a measurement system to capture the full value of sponsorship. Turnstile was engaged to provide real-world valuations of Formula 1®’s major partners, taking into account the tangible value of direct benefits, IP and exposure. F1 and their partners liked what they saw, and Turnstile has been reappointed for the 2018 season.

“Turnstile immediately struck a chord with the way we want to shape the conversation with our commercial partners and teams moving forward. We believe in a more meaningful measurement of a sponsorship, rather than discussing pure visibility and TV numbers, as this tells us nothing about the real audience and engagement of fans. Turnstile is allowing us to clearly demonstrate the real value of an association with F1, whilst also helping us identify new opportunities to grow our commercial program.“

Murray Barnett
Head of Global Sponsorships and Commercial Partnerships for Formula 1

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Rugby World Cup

The ‘game they play in heaven’ has always attracted blue-chip sponsors, and the appeal and breadth of Rugby Union continues to grow globally.

World Rugby wanted to understand the future sponsorship value of its Men’s and Women’s World Cups, so they got Turnstile involved.

“As Rugby continues to grow as a global proposition, we were seeking a methodology that captures the full value of the Rugby World Cup. While the global reach of the events is massive, we believe that the value of the Rugby World Cup is far more than just exposure. The unique values of Rugby - integrity, respect, solidarity, passion, discipline - resonate globally and we liked the Turnstile approach to capturing our intellectual property value.

We believe that Turnstile’s methodology will better reflect the value being generated by the Women’s component of Rugby. Women’s Rugby is a strong differentiator for our sport and its audience is growing. It already has tremendous goodwill amongst our fans and we want to properly capture this engagement in our valuations.”

Tom Hill
Chief Commercial Officer, outlined World Rugby’s decision to appoint Turnstile


DDMC Fortis | Asian Football Confederation

There is no other exciting proposition in the world than Football in Asia. The world’s fastest growing region combined with the biggest sport in the world provides unprecedent opportunities.

DDMC Fortis, the exclusive commercial partner for Asian Football Confederation competitions, appointed Turnstile to support their new commercial program, as they look to transform football in the fastest growing region in the world. As Asian football enters a new era, DDMC Fortis wanted valuation metrics that reflected the future needs of the sport and its commercial partners.

“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 of our partners”.

Ned Negus,

DDMC Fortis EVP Partnerships


Channel Nine | Summer of Tennis

Over 500 hours of tennis in 4 weeks. That’s a lot of tennis. Especially when you need to detect every broadcast sponsor integration and have the report on the sales team desk the morning after each day’s play.

Using Turnstile’s image detection software, the Channel Nine sales team were able to quickly report on the delivery of integrations to their broadcast partners. Whether it be sponsor pull throughs, squeeze backs or live crosses Turnstile collated thousands of pieces of broadcast integrations for the Hopman Cup, Brisbane International, Sydney International and Australian Open.