BRANDS WILL INVEST $100+ BILLION IN PARTNERSHIPS THIS YEAR.
Across sports, music, live events, conferences, cultural/civic events, and media partnerships, Most have no independent way to verify they received all deliverables that they invested in.
PARTNERSHIP GOVERNANCE & VERIFICATION
The Oversight & Fulfillment Gap
Three numbers that define every under-managed partnership portfolio.
70-85%
Avg. Fulfillment Rate
Industry-average rate across contracted partnership assets, in every category.
41%
Pressure to Prove ROI
of marketers report pressure to prove value of partnerships, yet only 39% are confident they can measure it.
15-30%
Lost Value
of contracted value, silently eroded every cycle when fulfillment goes unverified.
A $1M partnership with just 10% under-delivery represents $100K in unrecovered value annually. Across a multi-category portfolio (sports, music, events, civic festivals, media), the exposure compounds quickly.
Sources: SponsorFlo (Mar '26), Sagefrog '24, MrkPros Experiential Msmt ('25), ANA / MASB.
The Investment Gap
You should be spending 2 to 5% of partnership and rights fees on governance, measurement, and verification.
3-5%
PORTFOLIOS $2M TO $5M
3-4%
PORTFOLIOS $5M TO $10M
2-3%
PORTFOLIOS OVER $10M
Spend up to 5%…Protect up to 30%.
Sources: MASB, Forbes, & Elevent. The industry benchmark for verification investment, set against the industry average for contracted values left unconfirmed.
The Measurement Gap
The difference is not incremental, it's structural. Remote, self-reported fulfillment data creates systemic blind spots that no analytics platform can close.
Physical presence & contractual expertise are the only reliable solution.
THE STANDARD MODEL
MEASURES SPONSORSHIPS FROM A RIGHTS-HOLDER PROVIDED, POST-EVENT RECAP.
Self-reported. Post-event. Provided by the same party with a financial incentive to confirm delivery, whether or not it occurred.
- No independent verification
- No physical presence at the venue or event
- No contractual cross-reference
- No make-good pursuit
vs
THE SENTINEL
EVALUATES AND VERIFIES SPONSORSHIPS FROM ACTUAL STADIUM, VENUE/ARENA, EVENT FLOOR, STAGE, OR BROADCAST.
Physically present. real time, independent verification at every contracted touchpoint: signage, talent, hospitality, media, and beyond.
- Truly independent third-party oversight
- On-site physical presence at every event
- Asset-by-asset contractual verification
- Active make-good pursuit and written confirmation
The Hidden Cost of
Self-Management
*60%
of hours lost to
administrative work
The Coordination Burden
Marketing teams lose up to 60% of their hours to admin work. One sponsorship can require a full-time coordinator to manage ticket distribution and asset fulfillment alone.
The Opportunity Cost
Every hour your team spends trying to self-govern or chasing tickets is an hour not spent on the work only they can do.
Sources: Perivan (2019), Mountainise (2025), Robert Half (2026), SponsorCX (2025)
What sets us apart?
The Sentinel is purpose-built for one function: ensuring that brands receive the full value of every partnership they fund; across sports, music, live events, conferences, cultural and civic events, and media. Six core differentiators define our practice.
Independent Oversight
Not team-reported data. Truly independent verification from a credentialed third party with no conflict of interest. Client portal w/secure, 24/7 access
Physical On-Site Presence
Inside the venue, at the event, across every activation and every contracted touchpoint, wherever your partnership lives.
Talent & Influencer Compliance
Every contractual obligation monitored across social platforms, appearances, and usage rights — athletes, artists, and influencers alike.
Ticketing & Experiential Management
Full asset management on your behalf, ensuring hospitality & experiential value is never left on the table.
Action-Oriented Resolution
Corrections and make-goods, not just documentation. We pursue remedies until they are confirmed in writing.
25+ Years of Expertise
Decades of partnership governance and negotiation experience applied directly to protecting your investment across every category.
$100B+ SPENT IN SPONSORSHIPS IN 2025. HOW MUCH OF YOURS WAS ACTUALLY DELIVERED?
We built The Sentinel to answer that question…with independent verification, physical presence, and active recovery of every dollar of value you contracted for.
30 minutes. We'll show you exactly what you've been missing.
