Sponsor Insights



Hudock brings years of agency experience managing Pepsi and Anheuser-Busch partnership portfolios.

Stamford, CT, Release: June 8, 2020

SponsorUnited today announced that industry leader Bill Hudock joins as Senior Vice President of Marketing and Communications.

Hudock joins SponsorUnited after most recently having served as Group VP at Genesco Sports Enterprises. SponsorUnited is a sponsorship technology platform utilized by the majority of major sports teams, media, brands, and agencies, and backed in part by Milwaukee Bucks owner Marc Lasry.

An industry veteran, Hudock brings multi-faceted expertise in the sports and entertainment space through years of experience working with top- tier brands, teams, and agencies. A 2019 Sports Business Journal Forty Under 40 award recipient, Hudock has worked on Pepsi and Anheuser Busch’s expansive sports sponsorship portfolios at the league, team, and athlete level including the Pepsi Super Bowl Halftime Show. Prior to that, Hudock held marketing and communication roles with the Philadelphia Eagles, Buffalo Bills and Carolina Panthers.

“We are thrilled to welcome Bill to SponsorUnited,” said founder and president, Bob Lynch. “SponsorUnited is experiencing rapid growth and expansion across media, agencies and brands, and Bill will bring a wealth of knowledge and innovation to our organization. His background in developing, implementing, and managing premier partnerships will continue our trajectory as the market leader in sponsorship data and technology.”

“As sports and entertainment sponsorships become more diverse and complex, the need to have data at your fingertips is more evident every day,” said Hudock. “Buyers have to justify spends and keep tabs on competition and sellers have to seek new industries for revenues and expand into new markets. SponsorUnited provides an efficient solution to all of these needs.”

About SponsorUnited

Launched in 2018, SponsorUnited has become the market leader in sponsorship technology, building a marketplace for the next generation of sports and entertainment partnerships using proprietary technology, machine learning and an extensive scouting network, to compile the most comprehensive mapping of sponsorship assets in the world and used by the majority of teams, agencies and sports media entities in North America. For a demo of the platform, please visit SponsorUnited.com/contact-sponsorunited


SponsorUnited and Founder Bob Lynch Mentioned in American Banker Article Regarding COVID-19

If you market, sell or activate banking sports partnerships, then you don’t want to miss this American Banker article.

SponsorUnited and Bob Lynch share key spending insights that will likely be impacted by the current environment.

“Pro sports are a major marketing channel for U.S. banks. A total of 144 different banks and credit unions have naming rights deals or other sponsorships with major league baseball, basketball, football, hockey and soccer teams, according to the data provider SponsorUnited.

Those financial institutions spend an average of $2.78 million annually on the sponsorships, which works out to a total of $400.7 million across the industry. And those are just the direct payments to teams.

Banks and credit unions likely spend two or three times as much money on other sports marketing, including TV and radio advertising, according to Bob Lynch, the president and founder of SponsorUnited.”

About SponsorUnited: SponsorUnited is a technology company building a marketplace for the next generation of sponsorship sales. Through our proprietary technology, machine learning and an extensive scouting network, we have compiled the most comprehensive mapping of sponsorship assets in the world. We provide tools for brands, properties and agencies to leverage this data to efficiently research, buy and sell sponsorships.

About American Banker: American Banker is a daily trade newspaper and website covering the financial services industry. Founded in 1836 and based in New York, American Banker has approximately 50 reporters and editors in six U.S. cities who monitor developments and breaking news affecting banks.

Sports Business Journal Featuring Our Founder Bob Lynch

In today’s Sports Business Journal / Daily SponsorUnited founder Bob Lynch shares his thoughts on the demand for new category partnerships in the current environment.

About Sports Business Journal: Sports Business Daily is relevant, contemporary and edgy. Each day, to cut through the clutter and save our readers precious time, Sports Business Daily monitors hundreds of respected media sources: daily metropolitan newspapers; weekly business journals; the top sports, business and news periodicals; sports, news and business television and radio shows; and some of the industry’s leading Internet publications.

Our President & Founder Bob Lynch Shares his Thoughts on the Sponsorship Industry During this Pandemic

Our President & Founder Bob Lynch shares his thoughts on how properties are approaching partnerships and categories in today’s Sports Business Journal/Daily SBJ Unpacks feature.

2020 Best Tech Startups in Stamford


The Tech Tribune staff has compiled the very best tech startups in Stamford, Connecticut. In doing our research, we considered several factors including but not limited to:

  1. Revenue potential
  2. Leadership team
  3. Brand/product traction
  4. Competitive landscape

Additionally, all companies must be independent (un-acquired), privately owned, at most 10 years old, and have received at least one round of funding in order to qualify.

1. SponsorUnited

Founded: 2016

“SponsorUnited connects brands and properties by providing a single, streamlined software platform to partner intelligently at speed and scale. With more than 200,000 sponsorships across 3000 properties, including the major U.S. professional sports (NFL, NBA, MLB, NHL, MLS) leagues, SponsorUnited has compiled the world’s first comprehensive mapping of asset allocation and corresponding inventory and content data.

Through detailed analysis and machine learning, we’re able to efficiently identify partnership opportunities based on historical performance trends and broad curation and standardization of ideas & strategies, all within the format of a marketplace.”

SponsorUnited continues rise with latest funding round.

Sports Business Journal, by Terry Lefton — Monday, November 4 2019


SponsorUnited has closed on funding from Miami-based venture capital firm Volta Global. The funding is in the form of a convertible note that will translate into equity based on results from the next round of financing. Volta’s other investments include a position in Sirius XM.

SponsorUnited, a sponsorship database firm, was founded less than two years ago and helps marketing professionals track the often-byzantine world of sports sponsorship (see story in SNJ’s July 2019 issue). Founder Bob Lynch said SponsorUnited has close to 200 properties as clients, encompassing 2,000 active users — which equates to a growth rate in excess of 500% from Year 1 to Year 2. Overall, SponsorUnited indexes more than 5.9 million sponsor assets across 37,000 separate sponsorships, 24,000 brands and more than 3,000 properties across sports.

Lynch said his company will use the funding to further its technology and continue to expand its customer base from one that’s been largely on the sell side (85% of all domestic pro teams have the service, he said), to a move into the buy side of the sponsorship equations: agencies, brands, potential media clients, and possibly smaller properties and events.

Some of that new funding has already been put to use. SponsorUnited has hired Rajiv Khanna at its first senior vice president, partnerships. Khanna, who will build out a business development teams, starts this week. Most recently, Khanna was vice president, teams, at Nielsen Sports. He’s also hel marketing positions at Yahoo Sports, Defy Media and Vicaom.

Early SponsorUnited investors include Milwaukee Bucks co-owner Marc Lasry, while retired ESPN sales chief Ed Erhardt is on the company’s advisory board. SponsorUnited had previously raised $1.3 million in seed funding and another round is anticipated next year.

SponsorUnited uses massive database to help brands, properties build better sponsorships.

Sports Business Journal, by Terry Lefton — Monday, July 8 2019


The lightbulb went on for SponsorUnited founder Bob Lynch around the beginning of this decade when he attended some advertising conferences after a number of years selling radio for Clear Channel and Westwood One. Media sales had advanced to digital marketplaces and automated/programmatic buying, with all the transparency facilitated by that consolidation.

Generally, those prospecting the market for their next sponsorship deal employ a patchwork network, including publications like this one and their own personal network of IP sellers and buyers.

Why couldn’t there be a centralized source for sponsorship information?

“Everything is very siloed in the sports sponsorship space, including the data,” said Lynch, who sold sponsorship and media assets for the Miami Dolphins and BSE Global before founding SponsorUnited. “Sponsorship is truly the last bastion in advertising of truly offline buying and
selling with no consolidated information behind it.

“You see what’s happening everywhere with analytics. I wanted to see if we could find a way to overlay data on a macro level, build a ‘Moneyball’ approach to sponsorship and make the industry more intelligent.”

So Lynch set out to become sponsorship’s Magellan, with the daunting goal of mapping the entire $60 billion business. Now less than 18 months after its official launch, around 140 clients, largely properties, have access to a database that can dissect the sponsorship industry by team, category,
market or even sponsorship asset. It lists 485 unique varieties, and the sites are often linked to activation examples.

Industrywide, SponsorUnited indexes a total of 5.9 million sponsor assets across 37,000 separate sponsorships, 24,000 brands and more than 3,000 properties, including major, minor and collegiate properties, entertainment venues and esports. Accordingly, when the Pittsburgh Penguins were recently seeking a new sponsor in the fitness category, the team was able to see activation examples across America. Eventually, it helped them land Planet Fitness.

“It just makes you — the property — smarter,” said Brett Baur, Penguins senior manager of partnership sales. “It’s helped us find prospects and activation ideas. If you do one deal, it pays for itself 10 times over.”

Depending on the size or type of business, SponsorUnited runs between $5,000 and $40,000 per year for an unlimited number of users per organization.

“It makes the whole industry more transparent,” said Kevin Rochlitz, senior vice president of sales and business development at the Baltimore Ravens, one of the first NFL teams to sign on. “The ability to see other deals and other activations is something you just can’t find elsewhere.”
Lynch said the inevitable first question during demos is where their data comes from. In effect, it’s crowdsourced. To glean the information on which SponsorUnited is based, Lynch relies on another burgeoning industry sector: the 400-plus schools offering degrees in sports management. Using
those students as what the company calls “scouts,” SponsorUnited has them train for weeks in “Sponsoruniversity.com” before they monitor venues and broadcasts for information. In return, the students gain industry acumen, and in some cases, academic credit. Some have moved on to jobs
within the industry.

Investors include Milwaukee Bucks co-owner Marc Lasry, and retired ESPN sales chief Ed Erhardt is on the company’s advisory board. Last year, SponsorUnited raised $1.3 million in seed funding; profitability is in sight during 2019 for the startup, which has fewer than 20 full-time employees.
Agencies have just begun to sign on, including Excel, Octagon and Leverage. Brands are the next big target, and there are many more of those than there are properties.

Company founder Bob Lynch wanted to build a ‘Moneyball’ approach to sponsorship. 7/8/2019 SponsorUnited uses massive database to help brands, properties build better sponsorships
https://www.sportsbusinessdaily.com/Journal/Issues/2019/07/08/Marketing-and-Sponsorship/Marketing-and-Sponsorship.aspx 3/3 “Our long-term goal is to get everyone in sponsorship on this platform,” said SponsorUnited COO Alain Benzaken.

If so, that means SponsorUnited could migrate to a platform on which sponsorships could be bought automatically and at scale. Perhaps call those programmatic sponsorship transactions. “Everyone says the three most important things in startups are people, capital and product,” said Benzaken, a veteran of technology startups including Priceline, Salesforce and The Ladders. “It turns out the most important thing is timing, and our timing is good.”

Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.