SponsorUnited, a SaaS Entertainment Platform Receives $35M Investment from Spectrum Equity

SponsorUnited serves 2,900 brands and properties in over 25 countries, tracking 1.1 million sponsorship, media and endorsement deals per year


SponsorUnited, the premier global sports and entertainment information platform, announced a $35 million growth investment headed by Spectrum Equity today.

SponsorUnited, which was launched in 2018, is utilized by 2,900 companies and properties (IP rights holders) to successfully locate, assess, and execute marketing agreements. Through a unique combination of machine intelligence and a global scouting network, the firm collects real-time sponsorship and media data across sports and entertainment. The comprehensive SaaS platform that gives a complete end-to-end solution for discovery, ideation, activation, and measurement is then available to brands and assets.

According to a company press released Bob Lynch, Founder and CEO of SponsorUnited said,

“With the rapid expansion, diversification and increasing complexity of marketing partnerships, the need for a centralized platform that organizes all of the world’s sponsorship and media partnerships is in high demand. Moreover, as the industry is challenged with budget, talent and resource constraints, we’re uniquely positioned to fill a critical need to drive better decisions and more successful partnerships.”

SponsorUnited began in sports, working with every major league and all but five major professional teams in the United States, but has now expanded its tracking capabilities to entertainment and music, specifically, a crucial sponsorship vertical for companies and marketers. The minority investment will be used to accelerate innovation and improve on the company’s category-leading insights and technology, in order to address the growing demand for better intelligence in marketing relationships.

SponsorUnited’s creator, Bob Lynch, is a sponsorship industry expert who previously led partnership initiatives for BSE Global, the parent company of the Brooklyn Nets and the Miami Dolphins.

With the investment, SponsorUnited will add Chris Mitchell as a Director and Emily Calkins as an Observer to its Board of Directors. They join existing SponsorUnited members Bob Lynch and Alain Benzaken, CTO and COO, respectively. SponsorUnited’s current investors include Milwaukee Bucks owner Marc Lasry and San Diego Padres vice chairman and co-owner Ron Fowler.

Related Stories

Latest News Stories