UNOFFICIAL PARTNER - The Most Valuable Shirt in Sport

Published on: 29th May, 2024

Football shirts are front page news in England and Germany in the last week, so this is a timely conversation about our relationship with sports jerseys, and the nature of their commercial value.

Guests are Mike Fordham and Kylie Bishop.

Mike has worked for IMG and the ECB and played pivotal roles in the set up of both the IPL and The Hundred, and was more recently CEO of Rajasthan Royals.

Kylie is Head of Sponsorship Valuation at Turnstile, having previously worked at The Boston Consulting Group.

A new InTel report from Turnstile puts an independent dollar valuation to three of sports most iconic shirts - Manchester United, Dallas Cowboys, and the Chennai Super Kings. You can download the report here.

The conversation also explores the role of winning streaks, star players, and international fan bases in influencing valuation. Additionally, they forecast the changing landscape of sports sponsorship, including the rising significance of women's sports and the strategic implications for new and evolving leagues. 

What are the lessons for newer sports properties, where team brands are key to the business model and the success of properties such as WSL, LIV Golf, Saudi Premier League and The Hundred. 

00:34 The Intricacies of IPL and Global Sports Sponsorship

01:03 Unveiling the Most Valuable Shirts in Sports

01:18 Exploring the Components of Sponsorship Value

03:32 The Intellectual Property Value in Sponsorship

08:03 The Global Fan Base: Loyalty and Fluctuations

12:31 Comparing Sponsorship Values Across Major Leagues

19:04 The Evolution and Future of Sports Sponsorship

26:45 Exploring the IPL's Business Model and Sponsorship Dynamics

27:41 The Dominance of Media Rights in Sports Revenue

28:21 Predicting the Future of Major Sports Leagues

30:35 The Impact of Star Players on Sports Franchises

33:46 Evolving Player Acquisition Strategies in the IPL

35:52 Building Value and Fan Engagement in New Sports Franchises

38:53 The Role of Women's Sports in Expanding Brand Value

47:07 Unique Challenges and Opportunities in Establishing New Leagues

47:53 Reflecting on the IPL's Unique Success and Future Valuations

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

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The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 2650+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

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