Negotiation Support

Supported by a Turnstile valuation, Gemba defined Toyota’s objectives for the new deal, outlining key metrics and setting a clear timeline for success

Leveraging the Negotiation Module from the Gemba Sponsorship Investment Framework, supported by a Turnstile valuation, we supported Toyota throughout the negotiation process to secure a new Premier Partner deal with the AFL.

Gemba began by defining Toyota’s objectives for the new deal, outlining key metrics and setting a clear timeline for success, which was developed into a comprehensive brief to the AFL. Once received, Turnstile valued the AFL’s proposal, which informed the counteroffer strategy and overall negotiation approach.

This negotiation strategy included an analysis of rights, benefits, stakeholder profiling, concession strategy and managing the back-end logistics of responses and counteroffers. Once the fee was agreed, Gemba continued to support Toyota throughout the contracting period, including reviewing multiple versions of the contract and advising on commercial terms and structure. The project lasted a total of 18 months, commencing in May 2022 and completing in October 2023.