Rights Marketing Consulting

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

We have developed, in conjunction with our partner agency Phar Partnerships, one of the most comprehensive sponsorship valuation, targeting and optimisation tools on the market. We believe that the current and widely-accepted valuation methodology is flawed and overlooks the ever-growing value of the strategic fit of a property. With brands at heart of our methodology and incorporating data from some of the world’s largest media agencies, our methodology incorporates a robust measure of the fixed tangible assets plus the strategic fit of a sponsorship proposition.

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.


  • Rights structuring and packaging
  • Target sponsor identification
  • Comprehensive go to market valuation
  • Sales narrative and proposition development
  • Go-to-market strategy development and management
  • Rights holder partnership management
  • Commercial governance definition and management


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.