Why does the recap report matter?
Because the renewal conversation starts from it. A sponsor's marketing lead has to justify the spend to their own finance team. Clear numbers let them make that case for you. A photo album doesn't.
What goes into a renewal-ready report?
Five sections. Each one has a number, a source and a short line on what it means.
1. Exposure
How often and where the sponsor's brand was seen.
- In-venue signage and the number of events it appeared at
- Broadcast and streaming appearances, where you have the data
- Digital: website placements, email mentions, app placements
- Social: posts, impressions and engagement on club channels
How to collect it: log placements event by event during the season. Pull social and web numbers from each platform's analytics. Take broadcast data from your rights holder or a measurement provider, and name the source.
2. Activation
The things the sponsor ran with the club, beyond the logo.
- Each activation: what, when, where
- Participation: entries, redemptions, samples handed out, sign-ups
How to collect it: agree the measure for each activation before it runs. A competition counts entries. A sampling stand counts units. A matchday takeover counts attendance at that game.
3. Fan reach
How many fans the partnership reached, and who they were, in aggregate.
- Attendance at the events where the sponsor was present
- Fans who took part in sponsor offers or perks
- An aggregate profile: for example the share of season-ticket holders, the share of families, the home and away split
How to collect it: from your ticketing and fan data, as totals and percentages. Don't hand the sponsor a list of fans: fans gave their consent to the club, not to the sponsor.
4. Hospitality use
How the sponsor used the tickets, seats and hospitality in its package.
- Allocation against use: tickets and hospitality places issued, and how many were used
- Which events they used them for
- Guests they brought, by company, if the sponsor shares that with you
How to collect it: record the allocation at the start of the season and the use at each event. Unused allocation is a renewal risk, so flag it early.
5. Business outcomes for the sponsor
Business the sponsor generated through the partnership, from its own point of view.
- Introductions the club made to other partners or hospitality guests
- Meetings and deals the sponsor reports came from the partnership
- Responses to sponsor offers that the sponsor tracked itself, such as code redemptions
How to collect it: ask the sponsor. Agree at the start of the contract what they will track and share, and keep a record of every introduction the club made. These are the sponsor's business contacts and its own offer responses. They are not your fans.
Template outline
- Cover: partner name, season, date, club contact
- Summary: three to five headline numbers on one page
- What we agreed: the rights in the contract, as a checklist
- Exposure: placements, appearances, digital and social numbers, each with its source
- Activation: each activation, its measure and its result
- Fan reach: aggregate attendance and audience profile
- Hospitality: allocation, use, events
- Business outcomes: introductions, meetings, sponsor-reported results
- What we learned: what worked and what didn't
- Next season: a proposal that builds on the numbers above
- Appendix: the method and source for each number
When should you start?
On day one of the contract. Agree the measures at signing and log them as the season happens.
How does Toutix help?
Toutix CRM is a CRM for a club's sponsors, partners, suppliers and hospitality clients. Its AI assistant summarises email, calls and meetings and drafts follow-ups, so the record of what was promised and delivered builds up during the season. The sponsor report in Toutix CRM is in preview.
Toutix never sells fan data, and Toutix CRM never treats fans as sales leads. For how fan and sponsor tools differ, see fan CRM vs sponsorship CRM.