Q: How does SponsorUnited come up with the SPND pricing data?

A: SponsorUnited’s new SPND product shows the estimated pricing of sponsorship deals. Using our proprietary algorithm, we combine AI technology and multiple data sources (similar to how Zillow estimates home values), continuously refining our estimates based on new inputs. The SponsorUnited model incorporates all platform-tracked marketing assets, rights holder characteristics, market and category trends, and over $13.3 billion in actual sponsorship deal transactions.

Q: Did clients give you this information?

A: Our model is trained on a wide array of first-party sponsorship data, much of which comes from partners who have contributed data to enhance SPND accuracy. Partners also participate in feedback loops to help us further refine our model. While it’s not required for partners to share pricing data with us, we’ve found that the industry as a whole is increasingly supportive of creating a unified, reliable source of truth for sponsorship pricing data.

Q: Do you have access to the contracts?

A: We’re unable to disclose details about our specific relationships with customers or the level of data access we have with any leagues, teams, brands, or agencies.

Q: How many brands and rights holders have provided SponsorUnited with SPND data?

A: Due to NDAs with our partners, we’re unable to disclose specific details. Our network is extensive, however, encompassing a broad range of brands and rights holders.

Q: Do I have to share my sponsorship deal data to see SPND data?

A: No, sharing your data is not required to access our platform. While we value feedback and collaboration with our partners to ensure our information is as accurate as possible, you’re not obligated to share your deal prices with us. We’re always happy to discuss ways to review your deals together, however, so let us know if you’re ever interested.

Q: Who do I contact if you have incorrect SPND pricing data for my brand or property?

A: We have a feedback mechanism built on the platform so that you can provide feedback on any of your deals. When you’re in a specific deal for your brand or property, you will see the pencil icon to the right of the SPND range. Once you click this icon, a feedback field will be displayed. In this pop-up, you’ll have the option to click The actual deal is outside this range. There is also a section where you can write a comment. Once you fill this out, click Submit to send it to our team for further review. We may follow up with questions. You can also reach out directly to your customer success manager (CSM).

Q: How is SponsorUnited’s SPND similar to Zillow’s Zestimate?

A: Our wealth of sponsorship data has enabled us to train a model that predicts the estimated transaction price of any sponsorship deal. Our methodology is similar to real estate appraisals, which rely on comparable sales and various factors such as location, zip code, square footage, and the age of the home. By analyzing sponsorship deals across multiple dimensions, we're able to estimate the actual prices of deals.

Q: Are there plans to launch athlete and other influencer SPND data? If so, what will the SPND data be based on?

A: This is on the roadmap. When/if it happens, we will explain the methodology and announce when the new data has been added to the platform.