Sponsor renewal risk and delivery value report
Problem
Before a renewal conversation, an account manager pulls together what a sponsor actually got: contracted value from the CRM, obligation status from the contract PDF or the delivery tracker, and inventory used from the spreadsheet. None of these sit in one place, so the work is done by hand, from scratch, for every account, every renewal cycle. It is inconsistent between account managers and easy to get wrong under time pressure. The commercial director has no portfolio view at all: no way to see which sponsors are behind on delivery, which inventory categories go unsold season after season, or which accounts are heading into renewal with an unresolved gap between what was promised and what was delivered.
Product idea
A reporting layer that reads from the CRM, the contract or obligation records and the inventory spreadsheet and builds one view per sponsor: contracted value, obligations delivered against outstanding, inventory used against inventory sold, and days to renewal. A query box lets the commercial director ask plain questions such as which accounts have delivery below a set threshold with renewal inside the next quarter, or which inventory categories sold the least this season, and get a table back rather than a chart nobody asked for. It does not chase anyone for a missing delivery and does not draft the renewal proposal. It only reads what already exists elsewhere and puts it next to itself.
Who it is for
Commercial directors preparing portfolio reviews, account managers building the case for a renewal call, and partnerships managers checking inventory utilisation across the season.
Possible first version
A dashboard built from manually uploaded CSV exports of the CRM pipeline, the obligation tracker and the inventory spreadsheet, showing one page per sponsor with contracted value, delivery status and renewal date. A fixed set of common queries (accounts below a delivery threshold, unsold inventory by category, renewals due this quarter) plus a simple natural-language box over the same uploaded data. No live connection to the CRM or contract repository in version one: refreshing the report means uploading new exports.
- Build classification
- Workflow application
- Rough effort
- 4-6 week first release
- Roles involved
- Commercial director, Account manager, Partnerships manager
- Relevant to
- Professional club, League office, Venue & stadium operator, Esports property
- Systems in play
- CRM and pipeline tools, Contract repositories, Inventory spreadsheets
- Product framing
- Analyse data
Questions we get asked
What do we need to have ready before this is worth trying?
Three exports: a CRM pipeline extract with sponsor names and contract value, whatever obligation or delivery tracker you use today, however rough, and the inventory spreadsheet. If any of those three do not exist yet in a usable form, this tool has nothing to read and is not the right first step. Start with getting the delivery tracker consistent before adding a reporting layer on top of it.
Does this replace our CRM?
No. The CRM stays the system of record for the sponsor relationship and the pipeline. This sits alongside it and reads from it. What it adds is the view the CRM was never built to show: contracted value next to delivery status next to inventory use, for every account at once, rather than one record at a time.
We already have a spreadsheet tab that shows most of this. Why would we build another tool?
If one person maintains that tab and keeps it current, you may not need this yet. The gap shows up when the spreadsheet is the commercial director's memory of what an account manager told them last week rather than a live read of the CRM, the tracker and the inventory list. If nobody can point to where a number in that tab actually came from, that is the sign this is worth trying.
What happens when the data behind it goes stale?
In version one, it goes stale the moment nobody uploads a new export, and there is no automatic warning that it has. That is a deliberate limitation while the value of the report itself gets tested. Whoever owns the renewal calendar would need to own the refresh, probably weekly ahead of a renewal cycle and more often close to one.
Is this your workflow?
Tell us one sports workflow that still runs on paper, spreadsheets, WhatsApp or an outdated system. We will map it and show you what a simpler product looks like.
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