Our Rights Marketing Consulting team collaborate with Rights Holder clients to develop well-articulated and data-driven commercial propositions.

We have developed our own Commercial Intelligence Service (CIS), enabling us to offer clients a comprehensive and robust sponsorship valuation, data-led industry and brand targeting, as well as rights optimisation tools.

With brands at heart of our methodology and incorporating insights from some of the world’s largest media and data agencies, our CIS offering supports the

Utilising these tools and our own experience, we work closely with our rights holder clients to ensure they can maximise and realise the commercial potential of their sponsorship inventory. Our services include:

  • Audience profiling
  • Rights structuring and packaging
  • Data-led industry and brand targeting
  • Comprehensive go to market valuation
  • Sales narrative and value proposition development
  • Go-to-market strategy and sales process
  • Rights holder partnership account management
  • Commercial governance definition


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.