SponsorUnited secures $35M investment to build out its database of brand sponsorships

News Summary

  • But data on sponsorships, like who’s sponsoring who, can be tough to come by because of the various forms they take — and channels on which those sponsorships take place (think not only websites and social media posts but also physical signage and even sports team jerseys).
  • “Our data provides valuable insights not only to IT but across the C-suite — chief marketing officers, chief revenue officers, chief customer officers and others.”Stamford, Connecticut–based SponsorUnited — which isn’t revealing revenue figures — expects to have 100 employees by the end of the year, Lynch added.
  • Paired with previous investments from Milwaukee Bucks owner Marc Lasry and San Diego Padres co-owner Ron Fowler, the infusion brings the startup’s total raised to $38.6 million.“Up to this point, SponsorUnited had raised minimal capital, preferring to stay lean while building our data capture infrastructure and platform,” Lynch said.
  • Lynch says he’s tracking trends like sponsorships in the metaverse (to the extent they’re a thing), college athlete deals enabled by last year’s Supreme Court decision, and TikTok’s growing reach with younger audiences.
  • For both brands and the recipients of sponsorships, the lack of data presents a challenge.
  • “We continue to invest in technology to scale and replicate the processes by which sponsorship data is tracked.”So what’s next for SponsorUnited?
Sponsorships are a multibilliondollar industry. But data on sponsorships, like whos sponsoring who, can be tough to come by because of the various forms they take and channels on which those spons [+4727 chars]