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20 HARTFORDBUSINESS.COM | APRIL 21, 2025 'Smarter, faster decisions' SponsorUnited provides users a range of information, including detailed profiles on brand sponsors and the organizations that use them, including key contacts, sponsorship spend estimates, active partnerships and marketing deal structures. It also creates competitive bench- marking reports on sponsorship deals that track creative and social media performances, he said. "We provide a comprehensive view of sponsorship and media partner- ships across sports, entertainment and lifestyle," Lynch said. "They can also understand category and industry trends in real time." SponsorUnited currently collects its sponsorship data by sending about 500 scouts to stadiums in 150 countries, and using data-scraping technologies to gather information from social and digital media. The company also gets information from news and media sources, and uses artificial intelligence to process and structure the data it collects. Lynch would not disclose exact revenue figures, but he said the company has made more than $10 million in annual sales over the past several years. SponsorUnited hit a milestone in November 2024, when it launched a new tech platform called SPND, which stands for sponsorship prices of negotiated deals. The AI-backed service provides financial terms for over $13.3 billion in actual sponsorship deals. "For a long period of time, people said it would be great if we could know how much they pay for the sponsorship," he said. "It took us four years to learn how to do that." Paula Beadle, founder and CEO of the Sponsorship Marketing Associa- tion, said she believes SponsorUnited is the first company to offer this level of detail on estimated transaction prices of sponsorship deals. "There are other notable companies in the space that provide valuation models, but I believe the technology and level of data that SponsorUnited can deliver is unique," Beadle said. "This kind of intelligence empowers smarter, faster decisions. It's likely SponsorUnited has become the Redfin of the sponsorship industry." Deposits FDIC insured to maximum allowable limits. Don't let your bank hold your business back. Get up to $900 All qualifying business checking accounts offer: 1 FREE Incoming Domestic Wires Top-Rated 4.8 Mobile Banking Free Debit Card + Rewards Earn 1 point for each $4 spent. Cash Management Solutions Maximize cash flow, access Remote Deposit and protect against fraud. Express Business Lending* Access to fast review and approval process for loans under $50,000 E-Business Suite Cash management, QuickBooks exports, and enhanced security. when you open and use a new business checking account! 1. Up to $900 Business Banking Relationship Offer: 1. Get $200 statement credit when you open a new Business Checking, Business Select Checking, or Business Select Plus Checking Account and meet account terms and conditions of account for 180 days. 2. Get $200 statement credit for making 5 debit transactions in each of the first three months. 3. Get 2-months waived Cash Management fees (up to $400 in waived fees) when you enroll in cash management services. 4.Get a $100 statement credit from Payroc when you sign up for a new Merchant Services as a GSB client. You must enter promotion code "BIZ900" if opening online or mention the promotion to a banker when opening at any GSB branch. Accounts subject to approval. Current GSB business checking customers are ineligible for $900 offer and funds must come from non-GSB account. Minimum requirements to avoid monthly service fee must be continually met for the account and the account must remain open for 180 days to receive the statement credit. Limit 1 per business owner. May be subject to 1099 reporting. Account holder is responsible for all applicable taxes. Offer valid through May 31, 2025, and may be withdrawn at any time. *All loans and lines subject to full credit review and approval. OPEN IN 5 MINUTES Paula Beadle NFL GENERATED NEARLY $2.5B IN TEAM SPONSORSHIP REVENUE IN 2024 Here's a breakdown of the industry categories that spent the most money, according to SponsorUnited: TICKETING FINANCIAL BEVERAGE ALCOHOL HEALTHCARE INSURANCE AUTO MEDIA TELECOM RETAIL TECHNOLOGY $300 $250 $200 $150 $100 $50 $0 CATEGORY SPONSORSHIP REVENUE (IN MILLIONS) INDUSTRY CATEGORY SponsorUnited Continued from page 19