A Complex Market with Limited Data
Sponsorships have become a multibillion-dollar industry, but the lack of data on sponsorships is a major challenge for both brands and sponsors. The various forms of sponsorships and channels they take place in make it difficult to track who’s sponsoring whom. This opaqueness can lead to inconsistent pricing and unawareness of sponsorship deals.
The Founder’s Vision
In 2017, Bob Lynch, the former VP of corporate partnerships for the Miami Dolphins, founded SponsorUnited with a mission to provide analytics data on the sponsorship industry. With over a million sponsorships tracked across 250,000 brands, including every U.S.-based major league sports team, SponsorUnited claims to be the leading platform in the market.
The Need for Democratization
Lynch realized that there was significant complexity and a lack of transparency within the sponsorship space. He noticed this trend not only in the Miami Dolphins but also in other sports teams and events. By democratizing access to previously inaccessible sponsorship deal data, Lynch believed that the entire industry would want access to it.
Growth and Funding
SponsorUnited has seen rapid growth since its inception, serving roughly 2,900 brands and properties, including Fortune 500 firms, talent and brand agencies, media companies, and investors. The company recently closed a $35 million Series A funding round led by Spectrum Equity at a post-money valuation of over $100 million.
The Infrastructure and Platform
Lynch described SponsorUnited as "the Bloomberg terminal of marketing partnerships." It’s essentially a search layer on top of a database of sports, esports, music, entertainment, and media sponsorship deals, brands, and properties. The platform acquires all the data directly without tapping into third-party sources, serving it in a way that allows companies to combine it with other data around sponsorship.
Competitive Landscape
A cursory Google search reveals several companies attempting to solve the same problem as SponsorUnited. GlobalData, SportBusiness, and SponsorPitch are just a few of the notable competitors. However, SponsorUnited’s unique approach and infrastructure set it apart in the market.
Revenue and Growth Projections
SponsorUnited isn’t revealing revenue figures, but Lynch added that the company expects to have 100 employees by the end of the year. With its rapid growth and strong funding, SponsorUnited is poised to become a leading player in the sponsorship industry.
The Impact on the Industry
By providing transparency and democratizing access to sponsorship data, SponsorUnited has the potential to disrupt the market. Brands and sponsors will have more accurate pricing and awareness of sponsorship deals, while companies like SponsorUnited can provide valuable insights and analytics to help them make informed decisions.
Conclusion
SponsorUnited’s innovative approach to the sponsorship industry has set it apart from its competitors. With its unique infrastructure and platform, strong funding, and rapid growth, SponsorUnited is well-positioned to become a leading player in the market. As the sponsorship industry continues to grow, companies like SponsorUnited will be essential in unlocking transparency and providing valuable insights.
Related Topics
- Funding
- Marketing
- Media & Entertainment
- Sales
- Sponsorships
- Startups
About the Author
Kyle Wiggers is a senior reporter at TechCrunch with a special interest in artificial intelligence. His writing has appeared in VentureBeat and Digital Trends, as well as a range of gadget blogs including Android Police, Android Authority, Droid-Life, and XDA-Developers.
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