BRANDS WILL INVEST $36 BILLION IN SPORTS SPONSORSHIPS THIS YEAR.
Most have no independent way to verify they received all deliverables that they invested in.
The Sentinel | Partnership Governance & Verification
The Oversight & Fulfillment Gap
Three numbers that define every under-managed partnership portfolio.
70-85%
Avg. Fulfillment Rate
Industry average sponsorship fulfillment rate
37%
Standardized Measurement
Sponsors w/standardized measurement process
15-30%
Lost Value
of your contracted partnership
A $1M partnership deal with just 10% under-delivery represents $100K in unrecovered value annually. Across a multi-team or multi-property portfolio, this exposure compounds quickly.
Sources: ANA (Ass of Nat Adv) / MASB (Marketing Accountability Standards Board), SponsorFlo, Elevent
The Investment Gap
You should be spending 2 to 5% of sports partnership and rights fees on governance, measurement and verification.
3–5%
Portfolios $2M–$5M
3–4%
Portfolios $5M–$10M
2–3%
Portfolios over $10M
Spend up to 5%…Protect up to 30%.
Sources: MASB, Forbes, and Elevent. The industry benchmark for verification investment, set against the industry average for contracted values left unconfirmed.
The Measurement Gap
THE STANDARD MODEL
MEASURES SPONSORSHIPS FROM A TEAM-PROVIDED, POST-SEASON RECAP.
Self-reported. Post-event. Provided by the same party with financial incentive to confirm delivery, whether or not it occurred.
vs
THE SENTINEL
EVALUATES AND VERIFIES SPONSORSHIPS FROM THE ACTUAL STADIUM OR VENUE.
Physically present. In real time. Independent verification at every contracted touchpoint; signage, talent, hospitality, and beyond.
The Hidden Cost of Self-Management
*60%
of hours lost to
administrative work
The Coordination Burden
Marketing teams lose up to 60% of their hours to admin work. One sponsorship can require a full-time coordinator to manage ticket distribution and asset fulfillment alone.
The Opportunity Cost
Every hour your team spends trying to self-govern or chasing tickets is an hour not spent on the work only they can do.
Sources: Perivan (2019), Mountainise (2025), Robert Half (2026), SponsorCX (2025)
What sets us apart?
The Sentinel is purpose-built for one function: ensuring that brands receive the full value of every sports partnership they fund. Six core differentiators define our practice:
Independent Oversight
No team-reported data. Truly independent verification from a credentialed 3rd party with no conflict of interest. Client portal w/secure, 24/7 access
Physical On-Site Presence
Inside the stadium, at the event or game, every activation, every contracted touchpoint. First firm to do this.
Athlete & Influencer Compliance
Every contractual obligation monitored across social platforms, appearances, and usage rights.
Ticketing & Experiential
Full asset management on your behalf, ensuring hospitality & experiential value is delivered and never spoiled.
Action-Oriented Resolution
Real-time corrections & make-goods, not just documentation. We pursue remedies until confirmed in writing and resolved.
25+ Years of Expertise
Decades of sports partnership and negotiation experience applied directly to protecting your investment.
$8.62B SPENT IN TEAM SPONSORSHIPS IN 2025.
HOW MUCH OF YOURS WAS ACTUALLY DELIVERED?
HOW MUCH OF YOURS WAS ACTUALLY DELIVERED?
We built The Sentinel to answer that question…with independent verification, physical presence, and active recovery of every dollar of value you contracted for.
30 minutes. We'll show you exactly what you've been missing.
