Our sponsorship and partnerships offering for brands enables them to make informed decisions on both their current and future investments. We guide brands through the sponsorship selection process to pick the best option to deliver against their brand and business objectives.

Through a combination of access to data, proprietary methodologies and the market knowledge and experience of our team, we provide a set of services to brands that covers:

  • Rights identification and selection
  • Partnership alignment and activation analysis
  • Rights package valuation
  • Revenue and brand impact
  • Contraction negotiation and legal document drafting

In addition to this, we have become known for creating brand-owned events using our consulting expertise to design the commercial model and manage the procurement process to appoint the best delivery partner.

KEY CONTACT Richard Norton Senior Consultant, Consulting
Richard Norton Senior Consultant, Consulting richard.norton@thesportsconsultancy.com

Richard is an experienced professional in the commercial landscape of sport, providing intelligence to define the most effective partnership propositions in international markets. At The Sports Consultancy, Richard works within the consulting team focused on developing the commercial strategy offering, including services such as partnership measurement, asset optimisation and rights valuation.

During this time, Richard has worked closely with a number of clients, across a range of projects. Most recently this has included The FA to develop a five-year strategy for the development of the women’s football professional game; Nitro Circus to secure new hosts for their major global events; Basketball England to develop a commercial strategy focused on understanding the value of potential sponsorships; TGI with the development of their sales narrative to articulate the benefits of using technology solutions to enhance sponsorship offerings.

Prior to joining The Sports Consultancy, Richard was part of the Business Strategy team at Arsenal Football Club supporting Partnerships and focused on the renewal of Emirates, securing Adidas as a kit supplier and the first ever sleeve partnership for the Club with Visit Rwanda. Richard also spent time in the football team at Nielsen and the Business Intelligence function at City Football Group, working closely with Manchester City FC on partnership valuation and new asset development.