Sponsor Insight

What Sponsor Insight does

Sponsor Insight is a Norwegian-headquartered consulting and analytics firm specializing in sports, sponsorship, and event-market intelligence, operating across Norway, Sweden, and Finland with approximately 50 employees and nearly 500 annual clients. Its core offering is a suite of measurement and research products — SponsorBooster (a depth-effect analysis tool co-developed with BI Norwegian Business School), continuous logo exposure and media coverage monitoring across more than 2,000 channels, a long-running weekly athlete popularity tracker, audience and reputation surveys, and economic impact analyses — delivered alongside strategy, contract, and pricing advisory. Revenue is generated through a mix of recurring measurement subscriptions, project-based consulting and custom research engagements, the annually published 'Det norske sponsor- og eventmarkedet' report and conference (priced at 22,950 NOK ex. VAT), and a wholly-owned activation sub-brand, Passion Marketing Agency, that extends the firm into creative campaign execution.

Name

Sponsor Insight

Legal name

Sponsor Insight AS

Website

https://sponsorinsight.no

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Sponsor Insight is a Nordic consulting and analytics firm that measures sponsorship, media exposure, and event audiences for brands, rights holders, and event organizers across Norway, Sweden, and Finland.

Ownership category

akta.pro rank

Product category

Sponsorship Analytics & Advisory

NAICS

Spectator Sports (71121)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

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

akta.pro secondary industries

Sponsorship Activation & Experiential Marketing (THAHAGAC), Sponsorship Activation & Sports/Festival Experiential (BPAFAGAG)

Keywords

• Sponsorship analytics
• Media exposure measurement
• Audience research
• Sponsorship consulting
• Brand measurement

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research and Surveys: Sponsor Insight provides market research services including audience surveys, evaluations, and custom research projects. They conduct annual surveys at Norwegian sports arenas, festivals, trade shows, and events, as well as sponsorship effect measurements through SponsorBooster™.
2. Media Measurement Services: Nordens largest provider of logo exposure measurements with operations in three countries. They provide continuous monitoring of media coverage and sponsor visibility across TV, online media, newspapers, and social media through their proprietary SponsorTools™ platform.
3. Advisory and Consulting Services: Services include commercial advisory, sponsor strategy development, contract and pricing assistance, sponsor object selection guidance, courses and lectures, and social media support for rights holders and advertisers.
4. Annual Industry Report: The annual 'Det norske sponsor- og eventmarkedet' report is sold for 22,950 NOK ex. VAT and includes access to the Sponsor Insight Conference. Additional participants can be added for 2,995 NOK ex. VAT per person. Members of Sponsor- og eventforeningen receive a 15% discount.
5. Passion Marketing Agency: Sponsor Insights own activation agency specializing in making brands alive and relevant through sponsorship activation. This is a separate creative agency offering campaign services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Sponsor Insight is a Norwegian analysis and advisory firm that measures, monitors, and advises on sponsorship effectiveness across the Nordic region. Its core offerings include logo exposure measurement via proprietary SponsorBooster™ AI tooling, media coverage monitoring via SponsorTools™, audience experience surveys, brand and reputation measurement, profile and sports interest tracking, and economic impact analysis, combined with strategic advisory such as sponsorship strategy, contract/pricing review, sponsor object selection, and sparring partner services. The company serves both sponsor brands investing in sponsorships and rights holders (sports clubs, federations, festivals, arenas) seeking to evaluate, structure, or price those rights.

Product overview

Sponsor Insight offers a portfolio of research, measurement, advisory, and reporting products. Its core measurement suite includes SponsorBooster™ (a research-based depth analysis tool for sponsorship effects, developed with BI Norwegian Business School), logo exposure measurements, media coverage monitoring, and the SponsorTools™ reporting dashboard. The offering is complemented by audience experience surveys, economic impact analyses, brand measurements, reputation measurements, and a long-running profile/sports interest tracker. Advisory services cover sponsorship strategy, sparring partnerships, contract and pricing support, sponsor object selection, courses and lectures, and social media advisory. The annual flagship product is the 'Det norske sponsor- og eventmarkedet' report, presented at a dedicated conference. A sub-brand, Passion Marketing Agency, handles sponsorship activation. The Nordic group operates across Norway, Sweden, and Finland with approximately 50 employees and nearly 500 annual clients.

Differentiator

Problem solved

Functional benefit

Products and services

• SponsorBooster™ AI-driven logo exposure recognition tool used to identify and quantify sponsor logo visibility across broadcasts and visual content, providing the measurement backbone for logo exposure studies across the Nordic sports and event portfolio.
• SponsorTools™ Proprietary media coverage monitoring system providing keyword-based tracking of editorial mention volume, reach, sentiment, and share-of-voice across media channels for both sponsors and rights holders.
• Logo Exposure Measurement Standardized sponsorship effectiveness study that quantifies sponsor logo exposure across sports leagues, tournaments, and events, drawing on back-tested Nordic measurement data reaching back to 2009.
• Audience Experience Surveys Standardized surveys of spectators at events/festivals measuring interest, mood, willingness to pay, and other engagement KPIs to capture audience response alongside media-based metrics.
• Brand Measurement Study quantifying brand awareness, consideration, image attributes, and purchase intent before and after sponsorship campaigns to demonstrate sponsor-side commercial outcomes.
• Profile & Sports Interest Tracker Syndicated tracker mapping sports consumption, sports interest, and willingness-to-pay across populations over time, used for audience profiling and rights-holder evaluation.
• Economic Impact Analysis Macro-economic and regional impact study capturing job creation, tax revenues, tourism effects, and willingness-to-pay metrics to quantify the wider value of events for host regions.
• Media Coverage Monitoring (Service) Service wrapping the SponsorTools™ platform, delivering ongoing tracking of editorial mentions, reach, sentiment, and share-of-voice for sponsors and rights holders.
• Reputation Measurement Survey capturing image, trust, and association metrics for sports clubs, venues, federations, festivals, and companies to support reputation management of the rights-holder.
• Sponsorship Strategy Advisory Bespoke consultancy helping brand sponsors build a clear sponsorship strategy and successfully navigate the Nordic sponsorship market, from opportunity selection through to activation planning.
• Sparring Partner Advisory Advisory engagement pairing senior client executives with the firm’s leadership as an ongoing thought-partner, drawing on cross-sport sponsorship insights to support decision-making.
• Contract and Pricing Advisory Advisory service guiding clients on how to price, structure, and manage sponsorship contracts and inventories based on observed Nordic market data.
• Sponsor Object Selection Advisory Advisory service helping sponsors select the right sponsorship objects, choose partners, and decide what to prioritize across their sponsorship portfolio.
• Social Media Advisory Digital and social media advisory service covering sponsorship-related content, paid social, and platform strategy for brand sponsors and rights holders.
• Courses and Lectures on Sponsorship Educational offerings run by the firm, providing courses and lectures on sponsorship practice, effectiveness, and measurement to practitioners in the Nordic market.
• Annual Industry Report on Sponsorship Annual report synthesizing trends, spend, and effectiveness data on Norwegian sponsorship, drawn from the firm’s proprietary datasets and distributed on a subscription basis.

Quantifiable outcome

• Sponsoring has clear effects on how businesses are perceived. A large proportion of the population says they become more positive to businesses that engage in sponsorship, especially within humanitarian causes (60% women, 46% men) and culture (49% women, 37% men).
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Passion Marketing AgencycoreOEM/ Whitelabel/ Licensing PartnerPassion Marketing Agency is Sponsor Insight's own activation agency - a creative agency specializing in making brands alive and relevant through sponsorship activation. It operates as a separate entity (passion.no) offering campaign services for clients seeking to activate their sponsorships.
• Innovasjon Norge (Innovation Norway)flagshipStrategic or Co-development PartnerSponsor Insight was selected by Innovation Norway to conduct a comprehensive mapping of international sports and cultural events in Norway. The project aims to increase understanding of the event market's importance for business, culture and sports sectors. This is the first detailed mapping providing insights into number of events, geographic distribution, participant numbers, sustainability work, and expected international media coverage.
• Norges Idrettsforbund (Norwegian Sports Federation)flagshipStrategic or Co-development PartnerPartnered with Sponsor Insight and Innovation Norway for the comprehensive mapping of international sports and cultural events in Norway. Collaboration to develop long-term market assessment capabilities.
• Handelshøyskolen BI (BI Norwegian Business School)coreStrategic or Co-development PartnerSponsorBooster™ was developed in collaboration with Handelshøyskolen BI, specifically with Hans Mathias Thjømøe and Erik Olson. The product is based on research-based measurement parameters that identify what actually drives sponsorship effects.
• Sponsor- og eventforeningen (Sponsor and Event Association)coreGTM or Marketing PartnerIndustry association whose members receive 15% discount on the annual Sponsor Insight Conference and Report. Association members include many of Sponsor Insight's target customers, making this an important GTM channel.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SQWAD: SQWAD provides sponsorship activation analytics, measuring brand impact and ROI from sponsorship campaigns. Comparable to Sponsor Insight's SponsorBooster™ activation-effect-measurement methodology.
• Hookit: Hookit is a sponsorship and athlete-endorsement analytics platform that quantifies sponsor exposure and audience engagement across social and broadcast channels. It overlaps directly with Sponsor Insight's logo exposure and media coverage measurement products.
• Nielsen Sports (now part of Nielsen): Nielsen's sponsorship and sports division provides global sponsorship evaluation, media value analytics and media-rights advisory to brands, leagues and federations—the most direct global competitor to Sponsor Insight's measurement and analytics offerings, with broader geographic reach.
• SponsorUnited: SponsorUnited is a sponsorship analytics and marketplace platform that provides sponsorship valuation, market intelligence and partnership data. Comparable to Sponsor Insight's industry-report and SponsorTools™ analytics layer.
• YouGov Sport: YouGov's sports practice runs syndicated fan, sponsorship and athlete popularity trackers globally, including long-running popularity rankings. Highly comparable to Sponsor Insight's weekly athlete-popularity tracker and audience-survey practice.

Broad incumbents

• SPORTFIVE: SPORTFIVE is a global sports marketing agency offering sponsorship sales, rights exploitation and consulting. A broader incumbent that competes with Sponsor Insight in commercial advisory, sponsor sales and pricing work.
• Two Circles: Two Circles is a sports marketing agency offering data-driven fan engagement, sponsorship consulting and audience research. Comparable at the intersection of sports sponsorship analytics, advisory and activation—a broader portfolio play versus Sponsor Insight's Nordic specialist focus.
• Infront Sports & Media: Infront is a global sports marketing company handling sponsorship, media rights and event operations. Overlaps with Sponsor Insight's rights-holder advisory practice for sponsorships, valuation and partner commercialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SponsorInsight

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Sponsor Insight