Sponsorship Intelligence Platforms Compared: Which Ones Help Rights Holders Report and Renew

There is no single best sponsorship intelligence platform. The label now covers four different jobs: finding and pitching sponsors, measuring logo exposure and media value, benchmarking what deals cost, and reporting to each partner so they renew. Pick the tool by the job you need done first. If renewals are the pressure, judge every vendor by what your partner actually receives.

This guide is for heads of partnerships and partnership strategy at clubs, leagues, media companies and event owners. Maybe a sponsor just asked “what did we get?” and your team is rebuilding the recap by hand again. Maybe leadership wants a shortlist by the end of the quarter. Either way, every demo says “sponsorship intelligence” and they all start to blur.

Below we sort the market by job, compare the tools inside each group, and say plainly what each one does not do. Every cell in the tables comes from the vendor’s own site, checked on November 2, 2026. Where a site did not say, we wrote “not stated on site”.

What a sponsorship intelligence platform is, and what the label hides

A sponsorship intelligence platform is software that turns sponsorship data into a decision. Which brand to call. What an asset is worth. What a deal should cost. Whether a partner is getting what they paid for.

The trouble is that the phrase now sits on top of very different products. SponsorUnited calls itself “the industry’s leading sponsorship intelligence platform” and is mostly about market data and deal pricing. Foocus uses the same words for logo exposure measurement. Blinkfire calls itself a sponsorship data platform built on computer vision.

The label is also getting more crowded. In 2026, Nielsen Sports South Africa launched SIYA, short for Sponsorship Intelligence Yielding Answers. In October, Box Count and Data Agents launched pep, which they call a Partnership Effectiveness Platform. Same category words, very different products.

So the useful question is not “which platform is best?” It is “which job am I hiring this tool for?”

The four jobs rights holders buy these tools for

Finding and pitching sponsors

This is discovery. Which brands fit your property, who to contact, and when their current deal ends. SponsorUnited and Vega lead here. SponsorFlo also covers prospecting, but as part of a broader sponsorship CRM.

These tools help you sign the deal. They are not built to report on it once it is live. That handoff is a known weak spot, and it is where a lot of proof gets lost.

Measuring exposure and media value

This is the “what did the logo get” job. Computer vision finds brand appearances in broadcast, streaming, social and sometimes in venue footage, then converts that exposure into a dollar figure. Nielsen Sports, Relo Metrics, Blinkfire, Zoomph, Foocus, Shikenso and BrandEye.ai all work here.

Media value is useful. It is also, by itself, what most sponsors are starting to push back on. The pep launch announcement cites IPA research that found sponsorship is usually judged on exposure and media value, and that effectiveness data is mostly used after the campaign rather than to set objectives.

Benchmarking deal prices

This is “what do comparable deals cost”. SponsorUnited’s SPND module is the clearest example, with pricing insight across deals, categories, markets, assets and entitlements. Vega says it produces a valuation grounded in comparables as part of the pitch.

It is easy to confuse price benchmarking with performance benchmarking. Blinkfire, Zoomph and Nielsen benchmark exposure and media value across partners and leagues. That tells you how an asset performed against peers, not what a brand paid for it.

Reporting to each partner and building the renewal case

This is the job most “intelligence” pages skip. A partner wants one clear account of what they got: exposure, activations, content, fans reached and, where possible, business results. That is the sponsorship performance report and the post event sponsorship report your team builds today, often by hand.

Trajektory, KORE, pep and Breadcrumb all aim at this job, each from a different starting point. Blinkfire and SponsorFlo also produce recaps as part of wider products.

How to evaluate a platform: the criteria

Use these to score any vendor, including ones not in this guide. They are also the columns in the tables below.

• Primary job. Prospecting, exposure value, deal benchmarks or partner reporting.
• Built for. Rights holders, brands, agencies, or all of them.
• What the partner receives. A shareable recap, a live dashboard, a PDF, or nothing partner facing.
• Renewal support. Signals that a deal is expiring are not the same as proof that value was delivered.
• Data sources. Broadcast, social, in venue, ticketing, CRM, brand tracking, your own files.
• Plain language querying. Can your team ask a question in plain English, and what is the feature called?
• Valuation method. A named method for exposure value, or none.
• Pricing transparency. Public pricing or quote only.

If you are still deciding what “value” should mean for your partners, start with how to measure sponsorship ROI before you sit through demos. And if your partners want audience proof, decide early how you will share fan data for sponsors without handing over a fan list. That choice limits which tools are useful to you.

Sponsorship intelligence platforms compared

All cells checked against each vendor’s own site, or a dated launch announcement where noted, on November 2, 2026. “Not stated on site” means we could not find it on the public pages, not that the feature does not exist. Ask in the demo.

Prospecting and pitching tools

Tool	Built for	What the partner receives	Renewal support	Data sources	Plain language querying	Pricing
SponsorUnited	Brands, rights holders, media companies, agencies, educators	Not a partner recap tool; supports pitches with activation examples and benchmarks	Market and deal data for pitching and pricing	Its own sponsorship dataset, with audience demographics	Yes, Surface, an AI analyst	Not stated on site; demo request
Vega	Sports organizations	A branded pitch deck for prospects, view tracked	Renewal radar for competitors’ deals ending, not proof of delivery	Verified sponsorship records, firmographics, audience data, web signals	Not stated on site	Not stated on site; demo request
SponsorFlo	Properties selling sponsorships; a separate Brand HQ for brands	Deliverables with proof, a partner portal and recaps	Flags agreements 90 days out; renewal view of what ran, proof and media value	Your CRM records, contracts, uploaded proof, video	Not stated on site	Public: software from $299 a month
MediaRadar (Sports Intelligence)	Brands, agencies, publishers, platforms, rights holders	Not a partner recap tool	Not stated on site	TV and live streaming ad data, sponsorship signals, logo recognition	Insights Studio is described as AI native; no plain language feature named	Not stated on site

Exposure and media value tools

Tool	Built for	What the partner receives	Data sources	Plain language querying	Valuation method	Pricing
Nielsen Sports	Rights holders, brands	Media value reports and benchmarks	TV, OTT, social, digital, print	SIYA, in South Africa, for fan research data	QI Media Value	Not stated on site
Relo Metrics	Brands, rights holders, agencies, media companies	Reporting for partners via Relo Edge	Broadcast, streaming, social, owned sites	Not stated on site	Sponsor Media Value (SMV)	Not stated on site
Blinkfire	Rights holders, brands, agencies, colleges, media companies	Recaps for rights holders and sponsors, post by post for social	Social, digital, broadcast, streaming, in venue	Agentic Suite and an MCP connector	Its own method based on ad rates, logo size and visibility	Free trial offered; prices not stated on homepage
Zoomph	Teams, leagues, colleges, brands, agencies, media companies	Unified sponsorship reporting	Social, broadcast, streaming, in venue	Not stated on site	Exposure value from duration, placement, clarity and audience data	Not stated on site
Foocus	Brands, rights holders, agencies, athletes	Per partner deep dives and weekly reports with evidence frames	TV, social, press, events	Yes, runs as an MCP server for AI assistants	Logo exposure valued per placement; method name not stated	Not stated on site
Shikenso	Rights holders, clubs, brands, agencies in sports and esports	Automatic reporting dashboards	Social, TV, print, OTT and more	Not stated on site	Not stated on site	Not stated on site; demo request
BrandEye.ai	Brands, sponsors, agencies	Project reports on exposure and ROI, with supporting clips	Video footage, combined with audience data	Not stated on site	Time, duration, size and position of each verified appearance	Not stated on site; analysis request

Deal price benchmarking tools

Tool	What it benchmarks	Built for	Pricing
SponsorUnited (SPND and Proposal Evaluator)	Pricing across deals, categories, markets, assets and entitlements; Proposal Evaluator is for brand customers	Brands, rights holders, agencies, media	Not stated on site
Vega	A value band for a pitch, grounded in comparables	Sports organizations	Not stated on site

Partner reporting and renewal tools

Tool	Built for	What the partner receives	Renewal support	Data sources	Plain language querying	Pricing
Trajektory	Teams, events, brands, agencies	Scheduled partner recaps and sponsor ready PDFs	Proof of value per partner across assets	Social, broadcast, in venue, earned media, email, mobile	Not stated on site	Not stated on site; demo request
KORE (Two Circles)	Leagues, clubs, federations, brands, venues, agencies	Partnership Intelligence; a customer quote mentions greater partner visibility	Partnership performance alongside audience data	Your connected commercial and fan data	AI tools mentioned; no named feature	Not stated on site
pep (Box Count and Data Agents)	Rights holders, brands, agencies across sport, arts, music, festivals, events	A renewal case both rights holder and brand can review	Tracks performance against objectives set before signing	Brand tracking, social, ticketing, sales data	Yes, ask the data in plain English	Not stated on site; sold as service as software
Breadcrumb	Rights holders, media networks, brands and events	Live partner reports and recaps the partner can ask questions of	Flags underdelivery, upsells and renewals; recap story drafted	Your content, partner and results data	Yes, ask a question in the live report	Not stated on site; demo request

Who each tool is best for

• SponsorUnited: best for market data and deal pricing across the whole sponsorship market. Not a partner recap tool.
• Vega: best for sports teams that want scored prospects and timing on competitors’ renewals. It does not report on deals you already have.
• SponsorFlo: best for smaller properties that want one CRM from pitch to renewal with public pricing. It is not a broadcast measurement provider.
• Nielsen Sports and Relo Metrics: best for a recognized, named media value figure for broadcast heavy deals.
• Blinkfire and Zoomph: best for social and broadcast exposure value with detailed, auditable reporting.
• Foocus: best for teams that want exposure data inside the AI assistants they already use.
• Trajektory: best for automated recaps across digital and non digital assets.
• KORE: best for large organizations that want partnership and fan data on one enterprise platform.
• pep: best for teams that want objectives agreed before signing and an evidence based renewal case, with consultants involved.
• Breadcrumb: best for per partner recaps from your existing data. It is not a prospecting database or a computer vision tool.

One platform or a stack?

Most rights holders end up with a stack. In its sponsorship CRM guide, Boomerang says most rights holders stitch together a market intelligence platform such as SponsorUnited or Nielsen Sports, a CRM or partnership platform such as KORE, Salesforce or Trajektory, and a relationship layer. That is Boomerang’s view, and it sells the relationship layer, but the pattern is familiar.

Here are three stacks that make sense by team size. We have not listed prices because most vendors do not publish them.

A small property with a handful of partners. One CRM that covers deals and deliverables, plus a reporting layer that turns content and results into a recap. Add exposure measurement later if a partner asks for a media value number.

A mid sized club or league. A measurement tool for broadcast and social value, a reporting layer that combines that value with activations, fan data and sales, and a prospecting tool if new sales is a priority.

A large organization with a data team. An enterprise platform for inventory and fan data, a recognized media value provider, a market data tool for pricing, and a partner facing layer so each sponsor gets a recap they can read in five minutes.

Whatever the size, the gap is usually the same. Measurement tells you what happened. Someone still has to turn that into one partner’s story before the renewal meeting. Our sponsorship attribution evidence ladder shows how to stack that proof from exposure up to business results.

Before you buy: what your data needs for plain English questions

Several tools now let you ask questions in plain English. SponsorUnited has Surface. Foocus runs as an MCP server so tools like ChatGPT or Copilot can query it. Nielsen Sports SA built SIYA on its fan research. pep says you can ask the data questions and see how each number was produced.

The interface is the easy part. DataArt’s Martin Smith makes this point in a recent piece on sports sponsorship analytics. He cites a Forrester finding that 76 percent of US B2C marketing executives who invested in sports sponsorships struggle to calculate their return. His argument is that an AI tool can parse any question, but it can only answer usefully if your data agrees on what “premium partner”, “activation”, “engagement” and “valuable fan” mean.

In practice, check these before you buy:

• Partner tiers are defined once and used in every system.
• Activations are linked to the right partner, even when one activation ran in venue, in the app, by email and on social.
• Fans can be matched across ticketing, CRM, retail and hospitality records.
• Engagement and fan value have agreed definitions your commercial team signed off on.
• Permissions are clear on what a partner may see.

If these are not true yet, any tool will give you a different answer each time you ask. That is not a vendor problem. It is a data problem you will carry into whichever platform you pick.

Questions to ask in a demo

Take this list into every demo. It maps back to the criteria above.

1. Can I see a real, anonymized partner recap, not a dashboard?
2. What does the partner see and do on their side?
3. Which data sources connect without manual exports?
4. Can it use data we already hold, like ticketing, CRM and our own spreadsheets?
5. How is media value calculated, and can I see the evidence behind one number?
6. How long does one partner recap take after an event?
7. Who owns the data, and what happens to it if we leave?
8. Does renewal support mean expiry alerts, or proof that value was delivered?
9. What does plain language querying run on, and what happens when the data cannot answer?
10. What do pricing and setup look like for a team our size?

Where Breadcrumb fits

Breadcrumb is the commercial layer for the partner reporting job. It connects what you deliver to what each partner needs to see, tracks each partner’s results, flags underdelivery and upsell windows, and drafts the recap story before the renewal conversation. You can read more on the partner engagement and sports teams pages.

It is not a prospecting database and it does not run its own computer vision. Teams that need those should pair it with tools from the groups above.

One example: for CarJitsu and Nissan, Breadcrumb tracked 155 posts and built a live report Nissan could ask questions of. The campaign delivered 135% of its impression goal and an estimated $483K to $1.3M in earned media value.

The short version

Choose a sponsorship intelligence platform by the job. Prospecting tools help you sign. Measurement tools tell you what the logo got. Pricing tools tell you what a deal should cost. Reporting tools turn all of it into the proof a partner takes back to their boss.

If renewals are what keep you up at night, start with the recap. Want to see what one looks like for one of your partners? Talk to the Breadcrumb team.