Sponsorship platform Turnstile scores Formula 1 client

Australian sponsorship platform Turnstile has announced Williams Martini Racing as its latest client.

The announcement;


Iconic Formula One motorsport team WILLIAMS MARTINI RACING is at the forefront of a movement to change the way sponsorships are valued by appointing the recently launched platform, Turnstile, to more accurately value its sponsorship portfolio for existing and potential commercial partners.

WILLIAMS MARTINI RACING is the first Formula One team to sign onto the Turnstile platform, which takes a revolutionary new approach to valuing sponsorships by incorporating methodology that goes beyond just exposure measurement by also analysing the intellectual property value of sponsorship assets.

Turnstile was launched globally by sport and entertainment consultancy, Gemba, earlier this year. Formula 1®, recently acquired by Liberty Media, were a foundation client for Turnstile and launched the platform at the MIT Sloan Analytics Conference in Boston.

Commenting on the rationale for appointing Turnstile, Head of Commercial at WILLIAMS MARTINI RACING Richard Berry said, “We were really impressed when we saw how Formula 1® was using Turnstile to underpin more strategic discussions with existing and prospective partners. WILLIAMS MARTINI RACING is always working to ensure that we are providing our commercial partners with best practice and we saw the adoption of Turnstile as another proof point of this commitment.”

Berry continued, “The Turnstile methodology will allow us to have more holistic discussions with commercial partners by recognising the full extent of our value proposition. We are also very conscious that WILLIAMS MARTINI RACING fans are consuming our sport across a variety of mediums and Turnstile will be able to capture the full extent of our global audience. Finally, and most importantly, we are excited about working with Turnstile to understand, for the first time, the full global value of our Intellectual Property.”

The adoption of Turnstile by WILLIAMS MARTINI RACING, is another proof point of the positive reaction the new platform is receiving from the global sport and entertainment industry.

“Our aspiration is to make Turnstile the global standard for the pricing of sponsorships in sport and entertainment, so the endorsement of such a powerful brand like WILLIAMS MARTINI RACING is a very important milestone for us and strong recognition of the value of the platform,” said Rob Mills, Director of

“Since the launch of Turnstile in late February, we have had a tremendous reaction to the platform from both brands and rights holders. The industry is desperate to get a new approach to pricing sponsorships, that moves the conversation away from the current obsession with simply counting logos,” concluded Mills. Turnstile is currently being rolled out across a number of markets with projects relating to leagues, teams, events and stadiums recently completed.

From a Turnstile media release.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.