Turnstile tackles global rugby market with major client acquisition

World Rugby join a growing list of premium sports rights holders, by appointing Turnstile to value the Rugby World Cup sponsorship packages. Turnstile will work with the World Rugby commercial team to forecast valuations for the 2021 Women’s Rugby World Cup and 2023 Rugby World Cup.

Turnstile, an innovative platform designed to more accurately value global sponsorships, was launched in February this year with Formula 1® as a foundation client. Williams Racing subsequently appointed Turnstile to value its sponsorship portfolio.

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

Hill also explained, “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.”

Rob Mills CEO and Director of Turnstile, “The Rugby World Cup is one of the pre-eminent sporting events and we are incredibly proud that World Rugby chose Turnstile to value their key assets. World Rugby’s decision is further proof of the industry’s desire to build a more robust approach to the pricing of sport and entertainment properties.”