This is the first of a series in collaboration with Turnstile, looking at alternative ways of valuing sports sponsorship and other commercial inventory. 

The conversation took place at the Emirates Stadium, home of Arsenal Football Club and our guests are Juliet Slot, Arsenal’s Chief Commercial Officer and Dan Gaunt, general manager of Turnstile. 

We talk about what a football club is selling, the hidden value of Intellectual Property, the role of the No More Red anti knife crime campaign and the burgeoning sponsor interest in women’s football. 

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