See which partnerships need you this week.

How sponsorship analytics works

1. Add your deals and connect your inbox. Add your sponsors and open deals, then connect Gmail or Outlook. Every deck you send from SponsorFlo reports back when it is viewed.
2. Track every stage of the partnership. Pipeline value, win rate, deliverable status, and video exposure update as your team works, so reporting is never a separate project.
3. Act on what the numbers show. Follow up on deals that have gone quiet, catch late deliverables before the sponsor does, and walk into renewals with proof of value.

Sponsorship analytics for every stage of the deal

The same numbers support the Monday pipeline meeting, the follow-up after a pitch, and the renewal conversation at the end of the season.

• Weekly pipeline reviews: see open pipeline value, stage, expected close date, and owner for every deal, plus your 90-day win rate, without rebuilding a spreadsheet.
• Following up on proposals: know when a sponsor viewed your deck and whether they replied, so your next email speaks to what they actually looked at.
• Proving value to sponsors: track completed deliverables, delivered impressions, and estimated media value from video, then bring those numbers to the renewal meeting.
• Brand portfolio reporting: brands see impressions, reach, media value, and cost per impression across every property they sponsor, next to what they spent.

What should you track in sponsorship analytics?

Track the numbers that change a decision. Most sponsorship teams need four groups of metrics, one for each stage of a partnership. If a metric does not tell you who to call, what to fix, or what to charge next year, it can wait.

• Pipeline: open pipeline value, deals by stage, expected close dates, win rate, and average proposal value.
• Engagement: which sponsors viewed your deck, how many times, and whether they replied.
• Fulfillment: deliverables completed, pending, and overdue, with the impressions each one delivered.
• Return: exposure and estimated media value for each sponsor, compared with what they paid.

How to track your sponsorship pipeline

Give every opportunity a stage, a value, an expected close date, and an owner, and keep them in one list. SponsorFlo's pipeline shows open pipeline value, the number of open deals, deals won in the last 90 days, and your win rate at the top of the page, with every deal listed below. A weekly review then takes minutes: move stalled deals forward or close them out, and confirm that the value you expect to close this quarter is realistic.

How do you know if a sponsor read your proposal?

Send the deck as a tracked link instead of an attachment. When you send a deck from SponsorFlo, each view is logged against the deal, and replies from your connected Gmail or Outlook inbox appear in the same thread. A sponsor who opened the deck twice but has not replied usually needs a call or a revised package, not another generic check-in. A sponsor who never opened it may need a different contact or a new subject line.

How to track sponsorship deliverables and fulfillment

List every benefit the contract promises as a deliverable with a due date, then attach proof when it runs: a photo of the signage, a link to the social post, a clip of the broadcast mention. SponsorFlo can read deliverables out of a signed agreement so you do not retype them. The deliverables view shows what is completed, in progress, and overdue for every sponsor, which is the number that keeps a partnership healthy long before renewal.

How do you measure sponsorship ROI?

Sponsorship ROI compares what a sponsor paid with the value they received. The value side usually combines three things: audience delivered (impressions and reach), media value from logo exposure, and benefits delivered against benefits promised. A simple, defensible process looks like this:

1. Record the contract value and every promised deliverable at signing.
2. Log impressions and proof as each deliverable runs.
3. Measure logo exposure in game footage and social video with Video ROI, which estimates media value from what it detects.
4. Compare total media value with total spend, and show the sponsor both numbers at renewal.

Sponsorship analytics for brands

Brands that sponsor several teams or events need the same answers from the other side of the table. In SponsorFlo's Brand HQ, the Performance view shows impressions, reach, media value, and ROI across the whole portfolio, next to total spend, cost per impression, and deliverable completion. A partnership manager can see which properties delivered, which are behind, and where next year's budget should go.

Using analytics in renewal conversations

Renewals go better when both sides look at the same record. Bring the deliverables that ran, the impressions they generated, and the media value measured from video, alongside the original contract. Starting that conversation a few months before the term ends gives the sponsor time to budget, and gives you time to propose an upgrade backed by evidence rather than memory.

Signals worth acting on each week

• A deck viewed twice with no reply: call, or send a revised package.
• A deal stuck in the same stage for weeks: confirm the decision maker and the timeline.
• An overdue deliverable: fix it and tell the sponsor before they notice.
• A sponsor with low measured exposure: add a make-good or adjust placements before renewal.
• A contract ending within six months: start the renewal conversation now.

• Video ROI analysis — measure sponsor logo exposure in footage and social clips
• AI email outreach — follow-up emails written from each deal's history