A great recap report does more than document what happened—it tells the story of partnership success and sets up the renewal conversation. This template helps you create professional reports that sponsors actually want to read.
Why Recaps Drive Renewals
Sponsors who receive professional recap reports within 2 weeks of an event are 73% more likely to renew. The recap is your best renewal sales tool.
What to Include in Your Report
Executive Summary
High-level overview of partnership performance
Deliverables Fulfilled
Complete inventory of what was delivered vs. promised
Media Value Analysis
Quantified media exposure and reach
Visual Documentation
Photographic proof of activation
Engagement Metrics
Audience interaction and response data
ROI Summary
Value delivered vs. investment
Recommendations
Forward-looking insights and proposals
How to Calculate Value
Use these frameworks to quantify the value delivered in each category.
Broadcast Exposure
Formula: Seconds of visible exposure × CPM for similar programming
Example: 240 seconds × $25 CPM × 2.1M viewers = $126,000
In-Venue Signage
Formula: Impressions × venue CPM rate (typically $15-30)
Example: 65,000 fans × 8 games × $20 CPM = $10,400
Digital Advertising
Formula: Impressions × digital CPM (typically $8-15)
Example: 2.5M impressions × $10 CPM = $25,000
Social Media
Formula: Reach × engagement rate × social CPM ($5-20)
Example: 500K reach × 3% engagement × $15 CPM = $225,000
PR/Earned Media
Formula: Ad equivalency value (AEV) of coverage
Example: 15 articles × $5,000 avg AEV = $75,000
Hospitality
Formula: Market value of tickets, suites, and experiences
Example: 24 suite tickets × 8 games × $500 = $96,000
Recap Report Best Practices
Send Within 2 Weeks
Deliver the recap while the experience is still fresh. Speed demonstrates professionalism and keeps renewal conversations warm.
Lead with Results, Not Assets
Sponsors care about outcomes. Start with business results and ROI, then support with asset documentation.
Include Professional Photos
Invest in quality photography. Well-documented activations make sponsors proud to share internally and with leadership.
Be Honest About Shortfalls
If something underdelivered, acknowledge it and explain makegood plans. Trust is built through transparency.
Propose Next Steps
Don't just report on the past—propose renewal terms and new opportunities while engagement is high.
Make It Shareable
Your contact needs to justify the partnership internally. Make the report easy to forward to leadership.
Generate Recap Reports Automatically
SponsorFlo tracks deliverables throughout the season and generates professional recap reports with one click.
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