$2.7B ↑ 8% YoY - largest league
$2.0B ↑ 9% YoY
$1.6B ↑ 8% YoY
$1.5B ↑ 9% YoY
$716M ↑ 8% YoY - #1 growing
- United States team sponsorships generated over $8.6B in '25, a ~12.5% increase YoY. Yet 50% of brands rely entirely on self-reported fulfillment data from the very parties with financial incentive to over-report.
- Without independent verification, brands have no way to know what they actually received.
- 47% of total sponsorship impact is long-term. Unresolved shortfalls don't just cost money today, they weaken your renewal position tomorrow.
Typical brand with 1 mid-tier NFL team deal: ~$700K-$1M/yr of assets to verify
MLB ↑ 68% since '22
MLS fastest-growing at 9.2% 10-yr CAGR
Industry avg sponsorship fulfillment rate
of sponsors have a measurement process.
Lost Value of each contracted partnership
Average error in ROI measurement of sponsorships with signage.
Missed rotations, blocked placements, and incorrect positioning go undetected when no one is physically present. The result: brands pay for impressions they never received.
of annual naming rights spend at stake when exclusivity is breached
Across 147 deals in North America and Europe's top leagues, exclusivity is a core element. Competitor adjacency violations typically go uncontested without dedicated monitoring.
of influencer campaigns hit missed deadlines or compliance failures
Without dedicated tracking, late posts, missing disclosures, and off-brand content go unresolved, and the contracted value is simply lost with no make-good pursued.
of sponsorship pros are confident they can measure business value of assets
Tickets, suites, and hospitality assets are the most underutilized and abused elements in any partnership. Without external management, misallocation and non-use become the norm, not the exception.
88% of sponsorships are estimated to be inefficient.
1 in 3 brands have no standardized process to measure partnership value
Contracted by teams and leagues. Their data reaches the brand through the team's recap channel and modeled from broadcast feeds and attendance estimates, not physical observation.
Provided by the same party with financial incentive to confirm delivery, whether or not it occurred.
Time-consuming. Built around recaps generated by the party being measured.
Internal teams add hours, not independence.
Physically present. In real time. Independent verification at every contracted touchpoint; signage, talent, hospitality, and beyond.
Every asset manually verified by a person, not modeled from broadcast feeds and attendance estimates. Every finding pursued to written resolution.
- Contract audit & full rights inventory
- Asset-by-asset fulfillment checklist mapped to contract terms
- Category exclusivity and competitive separation analysis
- Risk identification and prioritized recommendations
Establishes a verified baseline before active monitoring begins & often surfaces under-delivery that's gone unnoticed for entire seasons.
- Exterior and interior signage review
- Dig boards, ribbon displays, and rotational signage monitoring
- Condition, visibility, and obstruction documentation
- Photo/video evidence collected for every contracted asset
Our team is physically inside the venue, which means issues are identified and escalated in real time, not weeks later.
- Linear & Digital Media Endorsement: TV, Radio, Podcast, Display, OOH, Print. Verify creative running on all platforms and in scope of contract.
- Social media posts: verified for timing, frequency, and platform compliance
- Content quality review and brand alignment assessment
- Required hashtags, tags, and FTC disclosure verification
- Appearances, events, usage rights, and exclusivity enforcement
- Sending of all assets on your behalf from our ticketing platform.
- Ticket inventory tracking, allocation verification, & reconciliation
- Suite and VIP experience management and quality confirmation
- Guest list coordination and hospitality asset utilization tracking
- Identification of unused or underutilized contracted assets.
- Distribution and recapture of unused inventory through team-approved channels including Ticketmaster and AXS.
Global sports hospitality market value in '25, growing at 16% annually
of sponsorship pros are confident they can measure asset value in partnerships.
- Asset-by-asset delivery status: Delivered/Partial/Not Delivered
- Visual proof library with timestamped photo and video documentation
- Severity assessment and corrective action recommendations
- Direct follow-up with teams, venues, & talent representatives
- Negotiation of replacement inventory, added rotations, and extensions
- Written confirmation of all remedies secured on your behalf
- 24/7, secure access to client portal for fulfillment progress.
- Formatted and structured for marketing, finance, private equity and C-suite audiences
- Ongoing risk identification and portfolio optimization recommendations
Marketing teams are spending nearly a third of their budgets and hours managing the work, not doing the work. Sponsorship governance is one of the heaviest operational lines: ticket distribution, asset reconciliation, and fulfillment chase consume hours that scale with portfolio size, not with revenue.
Only 28% of organizations demonstrate operational success. The other 72% absorb the cost without ever recovering it. The Sentinel replaces the operational burden with a single independent governance layer, accountable to the brand, scoped to the work.
Real-time overview of active deals, fulfillment rates, assets flagged, and pending actions, all in 1 view.
Every contracted deliverable tracked w/status, evidence, and value. Updated as verification occurs.
Issue tracking as open/closed, investment at risk/recovered, and avg resolution time. Nothing falls.
Full inventory, distribution, spoilage recovery, and utilization reporting across all partnerships and seasons.
All photo/video assets stored & searchable. Organized by partnership, type, and date. Timestamped and at your fingertips.
