What Gemba Group does

Gemba Group is a sport and entertainment commercial consulting firm founded in 2006 and headquartered in Australia, wholly owned by Tenka Group. It operates through two entities — Gemba Group Pty Ltd (Australia) and Gemba Europe Limited (UK) — with offices in Sydney, Melbourne, and London serving APAC and EMEA clients. The firm serves two primary customer segments: sports rights holders (leagues, teams, governing bodies, event organisers) and brands/sponsors, with secondary segments in broadcasters/media and participation organisations.

Its competitive core rests on two proprietary platforms. Turnstile is a sponsorship valuation tool that decomposes deal value into Benefits (ticketing, hospitality, digital, activations), Exposure (broadcast/OTT brand recall), and Intellectual Property (rights-holder association value), calibrated against over $5 billion in global market benchmarks. Gemba Fan Insights is a research program covering 35 sports, 80+ leagues/events, and 700+ teams across 20+ markets, providing fan base sizing, profiling, and drivers-of-passion analysis. These platforms are wrapped in service verticals spanning Sponsorship Advisory, Data & Analytics, Ticketing & Hospitality, Content Distribution, Retail & Licensing, Formats & Competitions, and Participation consulting.

Gemba monetises via project-based professional services (Turnstile valuations, data strategy engagements, sponsorship advisory) and subscription/recurring access to the Gemba Fan Insights program. Pricing is not publicly disclosed; engagements are quote-based with multi-year contracts. Distribution is exclusively direct enterprise sales, supported by thought leadership content (Intel series, market reports, case studies), industry events, and a careers page signalling active hiring. Marquee clients include Coca-Cola, HSBC, Tata, Toyota, Arsenal, FIFA, ICC, LIV Golf, ECB, and the Esports World Cup.

Name

Gemba Group

Legal name

Gemba Group Pty Ltd

Website

https://thegembagroup.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Gemba Group is a sport and entertainment consulting firm that provides sponsorship valuation (Turnstile), fan insights research, and commercial strategy services to rights holders (Arsenal, FIFA, ICC, LIV Golf) and brand sponsors (Coca-Cola, HSBC, Tata, Toyota) across APAC and EMEA.

Ownership category

akta.pro rank

Product category

Sports Sponsorship Consulting

NAICS

Business Associations (813910)

akta.pro primary industry

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)

Keywords

• Sports sponsorship consulting
• Fan insights research
• Sports data analytics
• Sponsorship valuation services
• Sport entertainment consulting

Headquarters

HQ city

Southbank

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Professional Services - Sponsorship Advisory: Core revenue stream from providing sponsorship strategy, valuation, and advisory services to brands and rights holders. Services include commercial strategy development, partnership acquisition and retention consulting, and sponsorship program evaluation.
2. Data & Analytics Services: Revenue from data strategy consulting, integration services, and analytics implementation including data vision, roadmap development, data engineering, and predictive modeling engagements.
3. Fan Research & Insights: Revenue generated from fan research programs including the Gemba Fan Insights subscription program and bespoke quantitative and qualitative research solutions for understanding fans and brands.
4. Sponsorship Communications & Activation: Revenue from developing and executing advertising campaigns, events & experiential activations, consumer promotions, digital channel campaigns, and public relations strategies for sponsors.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Gemba Group is a global sports and entertainment consulting firm that provides sponsorship advisory, data and analytics, fan research, and sponsorship activation services to brands, rights holders, broadcasters, and sports organizations. Its core deliverables are powered by two proprietary assets: Turnstile, a sponsorship valuation platform benchmarked against $5 billion+ in deal data, and the Gemba Fan Insights research program covering 35 sports, 80+ leagues/events, 700+ teams, and 20+ markets.

Product overview

Gemba Group offers a unified platform of consulting and intelligence services for the sport and entertainment industry. The core offerings include Gemba Fan Insights, a research program measuring fan engagement across 35 sports and 700+ teams in 20+ markets, and Turnstile, a proprietary sponsorship valuation tool that quantifies fair market value of sponsorship deals across Benefits, Exposure, and Intellectual Property components. Supporting these are specialized service verticals covering Data & Analytics, Sponsorship Advisory, Ticketing & Hospitality, Content Distribution, Retail & Licensing, Formats & Competitions, and Participation consulting. The Dojo Program provides internal talent development with three tiers (Activate, Develop, Explore).

Differentiator

Problem solved

Functional benefit

Brands

• Gemba Fan Insights: Fan insights program that measures fan passion and engagement across over 20 markets, covering 35 sports, 80 leagues & events and over 700 teams.
• Turnstile

Products and services

• Gemba Fan Insights Program

Quantifiable outcome

• 50% revenue uplift in ticketing transformation for Esports World Cup
• +2 more outcomes

Named customers44 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• ClimatePartnercoreOthersClimatePartner is a leading climate action advocate that partnered with Gemba to conduct the company's Corporate Carbon Footprint Assessment. ClimatePartner helped measure and calculate Gemba's greenhouse gas emissions across all offices and operations, enabling the company to achieve certified Carbon Neutral status. Gemba invests in ClimatePartner-verified carbon offset projects including Clean Oceans Plastic Bank, Solar Energy Project in Namibia, and Plant-A-Tree Conservation Program Australia.
• Sky SportsflagshipStrategic or Co-development PartnerGemba partnered with Sky Sports over 6 months to create industry-leading insight into the women's sports fan in the UK. The partnership produced the Women's Sport Fandom Report, combining Gemba's research expertise with Sky Sports' broadcast data and audience reach to challenge industry assumptions about women's sport viewership.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Nielsen Sports: Nielsen Sports is the global leader in sports sponsorship valuation, media evaluation, and fan research. It is the closest direct competitor to Gemba's Turnstile valuation platform and Fan Insights research programme, serving the same mix of brands and rights holders.
• Two Circles: Two Circles is a data-driven sports marketing agency providing fan data, sponsorship strategy and commercial analytics to rights holders including the ECB and major global brands. It directly overlaps Gemba's data-and-insights plus sponsorship strategy proposition.
• SponsorPulse: SponsorPulse is a research-led sponsorship intelligence platform measuring sponsorship effectiveness, fan affinity and ROI. It targets the same brand-side buyers that use Gemba Fan Insights and Turnstile for sponsorship decision-making.
• The Sports Consultancy: The Sports Consultancy is a niche advisory firm offering commercial strategy and sponsorship consulting to rights holders and brands globally. Its size, scope and target client base closely mirror Gemba's professional services offering.
• NorthStar Solutions Group: NorthStar Solutions Group is a sponsorship analytics and consulting firm that provides valuation, benchmarking and ROI measurement to brands investing in sport. It is a similarly sized direct peer to Gemba's Turnstile-led advisory work.

Broad incumbents

• Octagon: Octagon is one of the largest global sports and entertainment marketing agencies, offering sponsorship consulting, valuation, and athlete/brand activation. It competes with Gemba across sponsorship advisory and rights-holder strategy but is broader in scope and larger in scale.
• Sportfive: Sportfive is a global sports rights and marketing agency providing sponsorship sales, valuation, and consulting to rights holders. It overlaps with Gemba on commercial advisory and valuation but is broader and rights-holder focused.
• Endeavor (IMG): Endeavor/IMG is a global sports and entertainment company offering rights representation, sponsorship sales, and consulting at scale. Its properties and consulting arms intersect with Gemba's sponsorship advisory and fan insights work.
• Deloitte Sports Business Group: Deloitte's Sports Business Group advises leagues, federations and investors on commercial strategy, valuation and due diligence. It is a broader incumbent competitor for high-value rights-holder commercial mandates where Gemba also plays.

Emerging players

• Flywheel (formerly Whalar): Flywheel and similar emerging sponsorship measurement companies are building data-led sponsorship effectiveness tools targeting brand-side marketing teams. They compete with parts of Gemba's measurement and activation offering, particularly in the digital sponsorship segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thegembagroup
• Facebookfacebook.com/Gemba-Group-576082962488288
• LinkedInlinkedin.com/company/gemba

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gemba Group