Q: What is the purpose of providing SPND pricing data?
A: A key aspect of sponsorship success is understanding cost benchmarks, assessing how your investments compare to others, and evaluating sponsorship performance. SPND offers vital transparency within the sponsorship ecosystem, empowering brands and rights holders to make more informed, efficient, and effective decisions. We’re excited to bring this resource to the industry to support more impactful partnerships.
Q: How does the SPND data benefit users of SponsorUnited?
A: The sports sponsorship industry has historically lacked pricing transparency, leaving brands and teams without the visibility to accurately benchmark or assess deals—until now. Imagine having access to the most comprehensive and reliable pricing data to guide your sponsorship decisions.
SPND is transforming sports sponsorships with unmatched visibility into deal structures and spending insights. Trained on the largest collection of sponsorship data, including over $13.3 billion in actual deals, SPND uses advanced AI to deliver highly accurate insights, enabling brands and teams to make smarter, faster decisions—maximizing the value of every partnership.
Q: As a media company, how can I use SPND data?
A: SPND data offers valuable insights for media companies, particularly those with broadcast rights to pro and college sports or those specializing in specific media verticals like OOH, digital, or social media advertising. By accessing SPND pricing data, media companies can better pre-qualify potential advertisers by identifying brands that already spend significantly on sponsorships. This enables targeted outreach to brands with active budgets, ensuring media proposals align with existing marketing strategies.
For example, SPND can help a company like ESPNU identify top sponsors for a specific college game, allowing ESPNU to craft competitive, data-informed proposals tailored to these specific advertisers. Similarly, OOH, digital, or social media companies can use SPND data to pinpoint brands that are heavily investing in signage, digital, or social sponsorship campaigns. With the SPND pricing intelligence, media companies can strategically position their offerings to capture a share of these marketing dollars.
Q: How does SPND access benefit brands specifically?
A: SPND uncovers the sponsorship pricing that will empower brands to:
Negotiate with Confidence: Leverage transparent, data-backed pricing insights to secure the best deal and maximize your investment.
Justify Sponsorship Spending: Use comprehensive pricing data to secure internal buy-in from key stakeholders.
Understand Competitor Spending: Benchmark sponsorship investments against others in your category, helping you refine your partnership strategy.
Discover Asset Cost: Optimize your asset mix to ensure every dollar is allocated effectively, driving the highest value for your partnerships.
Unlock Pricing Intelligence: Access never-before-seen pricing data and sponsorship insights to make high-impact, data-driven decisions.
Q: How does SPND access benefit rights holders specifically?
A: SPND uncovers the sponsorship pricing that will empower rights holders to:
Negotiate with Confidence: Leverage data-backed insights to justify sponsorship pricing and secure more profitable deals.
Benchmark Partnership Investments: Compare your sponsorship performance against similar properties, helping you customize deals, adjust pricing, and outperform market expectations.
Validate Pricing Internally: Present clear, transparent data to leadership, ensuring alignment on sponsorship valuation and pricing strategies to secure internal buy-in for new and renewed deals.
Maximize Sponsorship Revenue: Optimize the value of every sponsorship asset by using detailed, asset-level breakdowns to ensure each piece of inventory is priced within market standards and performing at its best.
Stay Ahead of Market Trends: Access real-time sponsorship trends across major pro sports, allowing you to anticipate shifts in the market and capitalize on emerging opportunities to maximize partnership revenue.
Q: As an agency, how can I use SPND data?
A: At this time, agency platform access does not include SPND data.
Q: How are in-kind deals reflected in SPND?
A:In-kind deals, to the extent known, will not be reflected in SPND given their variable nature. Further, since we don't have access to in-kind deal conversations among partners, we are unable to include pricing data for these types of deals. In some cases, we may have an estimate against a deal that is truly just in-kind. If this is the case for one of your deals, your feedback would be helpful, so please reach out to your CSM with more details.
Q: Can I see individual deals?
A: Yes, you can see SPND data for individual deals by using the Find a deal tool on your dashboard or by clicking the See Full Deal button 
in a partnership table.
Q: How do I build a deal with SPND?
A: Visit our Help Center to learn how to use Deal Builder with SPND.
Q: What’s the difference between a SPND comparison and a brand comparison?
A: Our Brand Comparison feature enables you to compare brands and their sponsorship activity side-by-side, including platforms purchased, most used assets, market presence, and creative imagery. SPND Comparison allows you to compare pricing estimates, deal share, asset allocation, and more, providing a comprehensive view of sponsorship investments by brand, by deal, or by property. To learn more about SPND, visit the Knowledge Base in our Help Center.
Q: What’s the difference between a SPND comparison and a property comparison?
A: Our Property Comparison feature allows you to compare different properties by market, partnerships, competitors, social media following and engagement, and creative imagery. SPND Comparison allows you to compare pricing estimates, deal share, asset allocation, and more, providing a comprehensive view of sponsorship investments by brand, by deal, or by property. To learn more about SPND, visit the Knowledge Base in our Help Center.