The DDMC Fortis marketing agency has appointed Turnstile, a sponsorship measurement platform, to value its Asian Football Confederation (AFC) assets.
The deal will see Turnstile value sponsorship packages for all of Asia’s major national team and club soccer competitions, including the AFC Asian Cup, AFC Champions League, AFC qualifiers for the 2022 Fifa World Cup, AFC Women’s Asian Cup and AFC Youth Championships.
DDMC Fortis, a joint venture between Swiss marketing agency Fortis Sports and DDMC, the Chinese sports, media and entertainment powerhouse, became the AFC’s exclusive commercial partner from 2021 to 2028 in June last year, securing an eight-year deal with the governing body worth a reported US$4 billion.
The decision to team up with Turnstile comes a week after DDMC Fortis officially launched its sales process for media rights and sponsorship packages for the AFC’s national team and club competitions for the first four-year cycle of the agreement, from 2021 to 2024.
“As we start the sales of AFC properties, we want to ensure that we are using the most innovative valuation metrics in the market,” said Ned Negus, DDMC Fortis’ executive vice president of partnerships. “We felt that Turnstile addressed this aspiration with its holistic approach to quantifying value of sponsorship programmes.
“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.”
Turnstile, which was launched last year by Gemba, has already been adopted by the likes of Formula One, World Rugby and Adidas.
Commenting on the company’s deal with DDMC Fortis, Rob Mills, the Turnstile chief executive and director, added: “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.”