SponsorUnited

What SponsorUnited does

SponsorUnited is a Stamford, Connecticut-based SaaS company founded in 2018 that operates an AI-native sponsorship intelligence platform for the global sports, entertainment, media, music, and talent industries. The platform aggregates what the company describes as the industry's largest sponsorship dataset — $45B+ in verified transaction data across 9,000+ brands, 20,000+ deals, 220+ properties, and 2.5M+ tracked deals in over 25 countries — and exposes it through AI-powered modules including the Proposal Evaluator (analyzes sponsorship proposals for audience fit, competitive landscape, and pricing benchmarks), Surface AI (a conversational intelligence interface), and 360 Profiles (comprehensive brand and property profiles with audience demographics). The product surface is packaged into solution sets for five segments: brands, rights holders, media companies, agencies, and educators.

The company sells exclusively through a sales-led, demo-based motion targeting enterprise and mid-market buyers, with custom annual subscription pricing and no publicly disclosed rates. Its distribution is entirely direct (enterprise field sales plus inside sales) with no reseller, marketplace, or self-service channel. Go-to-market is reinforced by content marketing — including proprietary reports on NFL, NBA, MLB, and NIL sponsorship revenue, an insights blog, customer case studies, conference presence, and PR coverage — positioning SponsorUnited as the authoritative voice in sponsorship intelligence. The company has SOC 2 Type II attestation and GDPR compliance, supporting enterprise procurement.

SponsorUnited has raised approximately $39.15 million in disclosed funding, anchored by a $35 million Series A in November 2022 led by Spectrum Equity at a $100M+ post-money valuation, with strategic participation from sports team owners Marc Lasry (Milwaukee Bucks) and Ron Fowler (San Diego Padres). Founder Bob Lynch serves as CEO; the leadership team includes a COO/CTO, CTO, CMO, and a newly hired first CCO (Tim Braz, June 2026). Headcount is reported at 101-250, and 1,100+ organizations globally rely on the platform for sponsorship decision-making.

Name

SponsorUnited

Legal name

SponsorUnited Inc.

Website

https://sponsorunited.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Sponsorship Intelligence Software

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industries

Sponsorship & Sports Media Rights Buying (BPAFABAH), Creator Partnerships & Sponsorship Sales (Brand Partnerships) (MPAAAHAK)

Keywords

• Sponsorship intelligence platform
• Sports partnership analytics
• Sponsorship data benchmarking
• Brand activation insights
• AI sponsorship evaluation

Headquarters

HQ city

Stamford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription Platform Access: SponsorUnited operates as a B2B SaaS platform providing subscription-based access to its sponsorship intelligence platform. Organizations pay for platform access to discover, evaluate, and activate sponsorship partnerships using AI-powered insights and deal data.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

SponsorUnited sells a B2B SaaS sponsorship intelligence platform that enables brands, rights holders, media companies, agencies, and educators to discover, evaluate, price, and activate sports and entertainment partnerships. The platform is built on a proprietary dataset of $45B+ in verified sponsorship transactions and 2.5M+ tracked deals, augmented by AI capabilities including the Proposal Evaluator, Surface AI assistant, and 360 Profiles with audience demographic data. Customers access the platform via annual enterprise subscriptions with custom quote-based pricing.

Product overview

SponsorUnited is a sports and entertainment sponsorship intelligence platform that offers an AI-native operating system for sponsorship decision-making. The core platform, including its latest version SponsorUnited 4.0, integrates multiple modules: the Proposal Evaluator for AI-powered proposal analysis, Surface AI for real-time intelligence queries, and 360 Profiles for comprehensive brand and property insights. The platform leverages $45B+ in verified deal data and tracks 2.5M+ deals across sports, entertainment, media, music, and events. Solutions are delivered as targeted packages for Brands, Rights Holders, Media Companies, Agencies, and Educators, all powered by the unified sponsorship intelligence platform.

Differentiator

Problem solved

Functional benefit

Products and services

• SponsorUnited Platform AI-native sponsorship intelligence platform providing analytics, benchmarking, and insights across sports, entertainment, media, and talent sponsorship deals. Enables organizations to discover, evaluate, negotiate, and activate partnerships using verified transaction data, AI-powered analysis, and comprehensive brand and property profiles.
• SponsorUnited 4.0 Major version of the SponsorUnited AI-native sponsorship intelligence platform, introducing the Proposal Evaluator (AI-enabled proposal analysis with audience and market fit, competitive landscape, asset and pricing benchmarks, and negotiation guide), Surface AI (real-time AI-assisted intelligence analyst trained on the largest sponsorship dataset), and enhanced 360 Profiles with audience demographic data.

Quantifiable outcome

• 33% of the most active brands in sponsorship worldwide work with SponsorUnited
• +8 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered minor.

• Keurig Dr Pepper (KDP)minorGTM or Marketing Partner · 9 April 2025KDP partnered with Chicago Bears and Bold Reuse to launch NFL's first reusable cup program at Soldier Field, serving 8,000+ fans per game.
• Bold ReuseminorGTM or Marketing Partner · 9 April 2025Bold Reuse partnered with Chicago Bears and KDP to implement sustainable reusable cup program, handling collection, sanitization, and return logistics.
• Toyota / Front Range Toyota StoresminorGTM or Marketing Partner · 20 February 2025Front Range Toyota Stores partnered with Colorado Rapids for the 'Corner Kicks presented by Toyota' campaign, generating $100 per corner kick and $1,000 per goal for youth soccer donations.
• ParkMobileminorGTM or Marketing Partner · 5 February 2025ParkMobile partnered with Cleveland Cavaliers to streamline game-day parking through integration with the team's mobile app, SeatGeek, and digital communications. The partnership showcases SponsorUnited's ability to track and analyze sponsorship activations.
• Blue Cross Blue Shield of Kansas City (Blue KC)minorGTM or Marketing Partner · 15 January 2025Blue KC partnered with Kansas City Royals on the 'Shut Out the Stigma' mental health awareness campaign, raising over $120,000 for 16 mental health organizations.
• U.S. Virgin Islands Department of TourismminorGTM or Marketing Partner · 1 August 2024USVI partnered with New York Jets as Official Caribbean Destination partner, creating Caribbean culture immersion experiences at MetLife Stadium.
• Riyadh AirminorGTM or Marketing Partner · 1 January 2023Riyadh Air multi-year partnership with Atlético de Madrid as jersey sponsor, generating 2.2 billion social media impressions and TV audience of 290+ million.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Blinkfire Analytics: AI-driven sponsorship and media valuation analytics platform serving brands, agencies, and rights holders. Most direct head-to-head competitor in sponsorship intelligence and benchmarking.
• Hookit: Sports marketing analytics platform tracking sponsorships, social media, and athlete/team valuations. Directly comparable data-first approach to sponsorship measurement for brands and rights holders.
• Zoomph: Sponsorship analytics platform providing sponsorship valuation, social media insights, and audience analytics for sports and entertainment properties. Competes in the same core use case of justifying sponsorship ROI.
• KORE Software: Sports business CRM and partnership management platform for teams, leagues, venues, and brands. Overlaps with SponsorUnited's rights-holder and brand solutions for sponsorship pipeline management.
• SponsorPerfect: Sponsorship management platform focused on rights-holder sales pipelines, inventory pricing, and proposal automation. Comparable in serving sports properties and entertainment sponsors with a CRM-led workflow.

Broad incumbents

• Nielsen Sports: Established global sports measurement business offering sponsorship valuation, broadcast rights analysis, and fan engagement data. Much broader portfolio but the most credible incumbent in sponsorship analytics.
• Parrot Analytics: Entertainment demand analytics platform measuring global content and talent demand across streaming, TV, and social. Comparable B2B SaaS data model applied to entertainment rather than sponsorship specifically.
• Stats Perform: Sports data and AI company providing live data, advanced analytics, and betting/streaming solutions to leagues, media, and brands. Adjacent in sports data intelligence and AI tooling.

Emerging players

• Sports Innovation Lab: Sports industry research and analytics firm producing consumer research and partnership insights for brands entering sports. Comparable buyer overlap in sponsorship decision-makers.

Others

• Front Office Sports: Sports business media platform and event company covering the business of sports. Not a direct product competitor, but a comparable ecosystem voice and potential distribution/awareness channel for SponsorUnited.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sponsorunited
• LinkedInlinkedin.com/company/sponsorunited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors3 records

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 SponsorUnited