ICC appoints Turnstile to evaluate its sponsorship program

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DUBAI: The International Cricket Council (ICC) has appointed Turnstile to work alongside its commercial team to value its sponsorship program for the next commercial rights cycle. 

This remit encompasses all ICC events being held from 2024 to 2031, including the ICC Men’s and Women’s Cricket World Cups and T20 World Cups.  

The appointment comes after the ICC have confirmed the host countries for the next cycle of ICC white ball men’s events. The list includes a first ever visit to the USA who host the ICC Men’s T20 World Cup 2024 along with the West Indies, and a return to Pakistan who host the ICC Men’s Champions Trophy 2025.

The ICC joins other major global rights holders in adopting Turnstile’s valuation approach which is premised on quantifying the three key components of sponsorship value being Benefits, Exposure and Intellectual Property. 

Turnstile has valued the sponsorship portfolio for a variety of other major rights holders including FIFA, UEFA Champions League, Formula 1, Premiership Rugby, the Asian Football Confederation, World Rugby and Manchester City.

Dan Gaunt, general manager of Turnstile commented: “The ICC valuations are the perfect use case to demonstrate the strength of the Turnstile approach. 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.”

In addition to a valuation report, the ICC will be using Turnstile’s Dealmaker software. Dealmaker puts thousands of data points and market benchmarks in the hands of commercial teams allowing them to quickly model the value of new deals and renewals. The Dealmaker software has been adopted by several global rights holders and is being used to model over US$2 billion of partnership packages.

Turnstile is owned by the Tenka Group (www.tenka.group), a holding company focused on sport & entertainment businesses.