€1B+
Lifetime value of negotiated partnerships
10+ years
Senior commercial experience
UEFA Club Competitions, IOC, Euroleague Basketball
Partnership development for leading properties
I founded Twenty Twelve because most sports and entertainment properties carry significantly more commercial potential than their current performance shows. Unlocking this takes a structured approach, from packaging the proposition to taking it to market.
I bring senior-level commercial experience to rights holders, investors, and owners and operators looking to grow the commercial value of their assets. That means more revenue, lower commercial risk and a stronger long-term enterprise.
Conviction in the assessment. Precision in the structure. Results measured in commercial value.
I've spent over a decade developing and commercialising rights across leading sports and entertainment properties, including UEFA Club Competitions, Euroleague Basketball and Baller League, and led commercial development on the IOC's TOP programme. I've structured and negotiated more than €1B in sponsorship agreements along the way, combining strategic clarity with practical market experience.
Every mandate gets the same thing from me: senior judgment and direct involvement, focused on outcomes that matter.
— Jonas Trendelenburg, Founder & Managing Director
Selected experience from the founder's career, including work undertaken through previous roles. Logos do not imply current client relationships, partnership or endorsement.
Who we work with
Leagues, teams, events, federations, clubs, promoters and live experience properties seeking to grow the value of their commercial rights.
We help rights holders structure, package, price and take their rights to market, moving from fragmented inventory to a clearer, more valuable proposition.
Private equity, institutional investors, owners and boards accountable for commercial performance and long-term enterprise value.
We help investors assess the commercial quality of an asset before they buy, and help owners define the strategy, operating model and growth priorities required to realise its value.
Brands and sponsors active across sport and entertainment, accountable for the return on their partnership investment.
We bring rights-holder-level commercial insight to the buyer's side of the table, helping brands judge what a partnership is really worth, prioritise where to invest and structure deals on terms that reflect true value rather than asking price.
Capabilities
01
Investor-grade assessment of the commercial performance, revenue potential and growth ceiling of sports and entertainment assets.
We help capital understand the quality of existing revenues, the credibility of future upside and the commercial actions required to reduce risk before acquisition and create value after acquisition.
02
Designing the commercial model that turns rights, audiences and brand equity into scalable revenue.
We help rights holders and owners define their proposition, structure their rights, develop pricing models and build the strategic foundations required for long-term commercial growth.
03
Origination and negotiation of high-value partnerships, end to end.
We help clients identify priority categories, develop targeted partner pipelines, access senior decision-makers and support the origination, structuring and negotiation of high-value commercial partnerships.
Contact
If you are looking to unlock the full commercial potential of your rights, to deploy capital into sports and entertainment or to evaluate a property and its underlying assets, Twenty Twelve is your strategic partner and we look forward to a discreet conversation.
All enquiries are treated in confidence.
Twenty Twelve Sports & Entertainment GmbH
Zurich, Switzerland
