SponsorUnited
- Company typePrivate
- Founded2018
- HeadquartersStamford, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
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.
SponsorUnited firmographics
Firmographics- 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
SponsorUnited industry classification
Industry- 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
Where SponsorUnited is headquartered
LocationHeadquarters
- HQ city
- Stamford
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SponsorUnited business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription with custom pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
SponsorUnited product offering
Product offeringCore 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
Companies that use SponsorUnited
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
SponsorUnited technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature6 records
SponsorUnited partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor.
- Keurig Dr Pepper (KDP)minorKDP 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 ReuseminorBold Reuse partnered with Chicago Bears and KDP to implement sustainable reusable cup program, handling collection, sanitization, and return logistics.
- Toyota / Front Range Toyota StoresminorFront 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.
- ParkMobileminorParkMobile 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)minorBlue 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 TourismminorUSVI partnered with New York Jets as Official Caribbean Destination partner, creating Caribbean culture immersion experiences at MetLife Stadium.
- Riyadh AirminorRiyadh 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
SponsorUnited competitors and assessment
Company assessmentDirect 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
SponsorUnited social profiles
Digital presenceSponsorUnited compliance and trust
Trust signalCompliance2 records
SponsorUnited financial estimates
Financial estimateRevenue estimate
Valuation estimate
SponsorUnited leadership team
Management profileNumber of profiles
Profiles5 records
SponsorUnited funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SponsorUnited M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SponsorUnited
What does SponsorUnited do?
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.
Is SponsorUnited a public or private company?
SponsorUnited is a private company. It is classified as venture growth investor backed and is currently operating.
When was SponsorUnited founded?
SponsorUnited was founded in 2018. It employs 251 to 500 people.
Where is SponsorUnited based?
SponsorUnited is headquartered in Stamford, United States, in the North America region.
How does SponsorUnited make money?
One revenue line is on record: saaS Subscription Platform Access.
Who are SponsorUnited's main competitors?
Direct peers on record are Blinkfire Analytics, Hookit, Zoomph, KORE Software and SponsorPerfect. Broad incumbents are Nielsen Sports, Parrot Analytics and Stats Perform. Sports Innovation Lab is listed as an emerging player. Front Office Sports is listed as an others.
Does SponsorUnited have an API?
No public API is recorded for SponsorUnited.
What industry is SponsorUnited in?
SponsorUnited's product category is Sponsorship Intelligence Software. Its primary akta.pro industry code is MPAKALAK, Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting), with a secondary code of BPAFABAH, Sponsorship & Sports Media Rights Buying. Its NAICS code is 541830 and its SIC code is 7311.