Sponsorship tracking assists teams, athletes, organizations and community groups to document agreements, payments, deliverables, deadlines, evidence and outcomes in an organized way. Tujiamini treats sponsorship tracking as an essential part of successful programmes. Owing to its clear process, vital information is not scattered across emails, spreadsheets and documents.
Even having a simple sponsorship tracker can bring deadlines, deliverables, payments, agreements, evidence, and results under a single organised record. This simplifies the management of a partnership from the start to delivery, measurement and reporting.
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READ ALSO: How to Measure Sports Sponsorship ROI
Sponsorship tracking involves documenting and tracking a sponsorship agreement from the time the sponsorship is agreed until it is delivered and reported. It can include the sponsorship agreement, payments, deliverables, deadlines, sponsor activation, evidence of delivery, performance metrics and results. Ensure the information is accurate, is regularly updated and is accessible to the people responsible for the partnership.
Effective tracking enables you to see commitments and deadlines. It makes it possible to identify outstanding sponsorship payments, unfulfilled deliverables and activities that need follow-up. It allows you to set up a record of evidence (photos, links, screenshots, attendance, media coverage). This information can facilitate the reporting of results and supporting evidence throughout the partnership and not just at the end, which enhances accountability and makes it easier to report.
Also Read: Event Sponsorship Agreement: Template, Key Clauses, Benefits & Legal Guide
A useful tracker should include the necessary data to understand the agreement and to track the progress of the agreement.
Field
What It Records
Sponsor
Sponsor name and contact
Agreement
Agreement or reference number
Dates
Agreement, start and end dates
Value
Agreed sponsorship value
Payment Status
Paid, partial or outstanding
Deliverable
What must be provided
Deadline
When it is due
Owner
Person responsible
Status
Pending, in progress or complete
Evidence
Photo, link, screenshot or report
KPI/Result
Relevant performance data
Next Action
What needs to happen next
A row or record should be created for each sponsorship deliverable. For instance, social media posts, team-kit branding, match-day branding, player appearances, sponsor mentions, hospitality or community activities could all form part of a sports partnership.
Begin tracking deliverables as soon as the sponsorship agreement is signed and not after the event or campaign has concluded. Record each commitment separately, assign an owner, set a deadline and define what will count as evidence of completion. Update status with evidence of work as it is done and attach or link evidence when a deliverable is complete. Review outstanding items regularly to identify items approaching deadlines.
Sponsorship KPIs should be selected based on the goal of the partnership rather than using the same approach for every sponsorship.
● Engagement: Likes, comments, shares, video views, website clicks and event participation.
● Visibility: Brand impressions, audience reach, media mentions and branding exposure.
● Audience: Audience size in attendance, audience growth and relevant audience demographics where validly available.
● Commercial outcomes: Leads, conversions, promo code use, enquiries and measurable attributable revenue.
● Community impact: Participants supported, activities delivered, beneficiaries reached and other agreed community outcomes.
Link Sponsorship ROI to the purpose of the partnership and data available. For commercial sponsorship, Tujiamini measures leads or conversions, or the number of users who use a promo code. When dealing with sports or community partnerships, however, we base them on participation, activities provided, audience growth, and other agreed goals.
To measure ROI effectively:
● Define the sponsorship objective.
● Select KPIs that relate to that objective.
● Record relevant baseline information where possible.
● Track results throughout the partnership.
● Keep evidence supporting the results.
● Compare the results with the original objective.
Read Also: Sports Marketing Agreement: Key Terms, Types and How It Works | Tujiamini
There are a number of easy pitfalls in sponsorship management:
● Handling disconnected files: Maintain a single point of documentation of key information; link supporting documents when feasible.
● Using files: Keep key information in one central tracker and link supporting documents where possible.
● Track only the sponsor: Log individual deliverables to be able to track their completion.
● Ambiguity over the owner: Make clear who is responsible for each important activity.
● Missing payment deadlines: Keep track of due dates and check balances often.
● Ignoring agreement changes: Update the tracker when the changes are made.
● Missing evidence: Take evidence at the end of each deliverable.
● Collecting evidence too late: Record proof when each deliverable is completed.
● Only include engagement and commercial or community outcomes if they are applicable; otherwise, measure only visibility.
Document each deliverable individually, include an assigned owner, determine the due date, scope of evidence required, and keep track of status as work progresses.
A sponsorship tracker is a structured record of sponsorship agreements, payments, deliverables, deadlines, evidence and results.
Select KPIs based on the sponsorship objective. They can include visibility, engagement, audience, commercial outcomes or community impact. Check out our impact and review how our KPIs are tracked at Tujiamini.
Document the agreed value, invoiced amount, amount received, outstanding balance, due date and payment status.
Effective sponsorship tracking is simple, all you need is to record, assign, monitor, document, measure and report. A well-structured tracker allows organisations to know what was agreed, what has been done, what still needs to be done, and what results have been produced.
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READ ALSO: Sponsorships: meaning, types, examples and how to get sponsored