DDMC Fortis, the exclusive commercial partner for Asian Football Confederation (AFC) competitions, has appointed Turnstile to support their new commercial program as they look to transform football in the fastest growing region in the world.

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 major global rights holders including Formula 1, World Rugby, a major Premier League team and Williams Racing. Leading brands such as adidas, Mondelez and Coca-Cola are also using the platform to understand the fair market price of sponsorships.

Ned Negus, DDMC Fortis EVP Partnerships outlined the decision to appoint Turnstile,

“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”.

Rob Mills, CEO and Director of Turnstile explained,

“There are not many more exciting propositions than Football in Asia, so we are very excited about the opportunity to work with DDMC Fortis as they begin selling AFC competition rights. DDMC Fortis are looking to transform the way football is organised and commercialised across Asia Pacific and this will be another great proof point for Turnstile”.

Turnstile will value sponsorship packages that encompass 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.