Category fit and exclusivity

• To make best use of our time, which commercial category best describes your brand? Options: Beverage (alcohol), Beverage (non-alcoholic), Automotive, Financial services, Retail / CPG, Technology / Telecom, Travel / Hospitality, Healthcare / Pharma, Consumer services, Other (please specify)
• Do you require category exclusivity or other protections versus competitors? Options: Yes — exclusive category rights required, Prefer limited exclusivity, No exclusivity required, Undecided / open to guidance

Budget

• Is there an allocated sponsorship budget range for this opportunity? Options: Under $50,000, $50,000–$250,000, $250,000–$1,000,000, $1,000,000–$3,000,000, Over $3,000,000, Exploratory / no allocated budget yet
• If you can, please note any budget constraints or approval conditions we should be aware of.

Decision-makers and approvals

• Who is the final decision-maker for sponsorships like this (or which role signs the agreement)? Options: CMO / Head of Marketing, Head of Sponsorship or Partnerships, CEO / Executive team, Procurement / Sourcing, No single final approver — committee, Unsure, Other (please specify)
• Should we expect legal, procurement, or compliance reviews before signing? Options: Procurement review required, Legal review required, Compliance (industry-specific) required, No formal reviews expected, Unsure / will confirm

Timing and go-live drivers

• What is your target timeline for an activation or campaign to begin? Options: Within 3 months, 3–6 months, 6–12 months, 12+ months, Flexible / no fixed date
• What is the primary driver of that timing (for example: specific event date, product launch, or fiscal calendar)?

Kickoff: Brand objectives and recent sponsorship wins

• Tell me about the top business goal your sponsorship budget must advance this year Options: Brand awareness, Lead generation, Retail sales lift, Client hospitality and retention, Employee engagement, Other
• Walk me through a past sponsorship that your team considered a clear success, what specifically made it feel like a win
• How many people on your marketing or partnership team are directly involved in sponsorship evaluation and approvals Options: 1, 2-3, 4-6, 7-10, More than 10
• Which measurement metrics did your team rely on to declare that program successful Options: Attendance and demographic reach, Media impressions and viewability, Digital engagement / clickthroughs, Lead quality and conversions, Sales attribution, Brand lift study, Social engagement
• Who signs off on final sponsorship budgets and contract terms in your organization Options: CMO / Head of Marketing, Head of Sponsorship or Partnerships, Procurement, Finance, CEO / Executive sponsor, Other
• If this sponsorship must deliver only one business result to justify the spend, which result would make you greenlight it

If reach looked great but revenue did not follow, why did that happen

• Name a time when a sponsorship delivered large exposure but failed to change customer behavior, what was the root cause
• Which activation types have you used that generated attention but did not create measurable leads or sales Options: Static signage only, In-venue experiential, Sampling and demos, Hospitality only, Digital integrations, Broadcast/media tie-ins, Co-branded content
• How long after an activation do you expect to begin seeing measurable business impact Options: Immediately to 2 weeks, 2 to 8 weeks, 2 to 3 months, 3 to 6 months, Longer than 6 months
• Describe the attribution methods your team trusts most for sponsorships and why Options: Last touch / direct conversions, Multi touch modeling, Store sales lift / POS match, Panel or brand lift studies, Hybrid model (mix of above)
• If you could only trust one attribution signal to justify spend, which would you insist on Options: Verified attendance demographics, Direct lead conversions, Retail sales lift, Third party brand lift, Cross channel media impressions

Who exactly do you need to reach in the venue and online

• Are you confident the event audience matches your buyer profile, and what evidence would change your mind
• Provide the primary demographic and behavioral targets you are buying against Options: Age bands (e.g., 18-34, 25-54), Household income tiers, Purchase intent categories, Frequent event attendees, Geographic markets, Affinity segments (sports fans, families, etc.)
• How many unique consumers do you need to reach during the season to meet your objective Options: Less than 50k, 50k to 250k, 250k to 1M, 1M to 5M, More than 5M
• From the following channels, select those you expect to drive the most meaningful engagement for this program Options: In-venue activations and sampling, Venue digital signage, Broadcast or streaming inventory, Social media integrations, Owned email and CRM, Co-branded content
• Tell me about a creative or activation that produced the strongest response from this target audience in the past
• At what threshold of verified audience share would you walk away from a deal, for example if your high value segments represented less than what you expect Options: Less than 25% of reach, Less than 33% of reach, Less than 50% of reach, Would not walk away based on that alone

Where delivery usually fails and what that costs you

• When delivery timelines slip or data arrives late, what usually breaks for your team
• List the operational handoffs that have caused the most friction in past partnerships Options: Venue access and load-in, Creative approval cycles, Third party vendor coordination, Data transfer and matching, Measurement and reporting handoffs, Hospitality logistics
• Who on your side typically manages venue access, creative approvals, and vendor coordination Options: Partnerships manager, Event operations, Agency partner, Internal project manager, Multiple people across teams
• Rate the accessibility and cleanliness of the customer data you would share for activation measurement Options: Ready and well tagged, Mostly usable with some cleanup, Fragmented across systems, Requires significant work
• Name the compliance or internal approvals that have added weeks to timelines in previous deals Options: Legal review, Privacy and data sharing signoff, Promotions and prize approvals, Vendor credentialing, Procurement terms
• Identify the single operational gap that would stop this project immediately

The other offers you are actively weighing

• Explain why the alternatives you are considering appear more likely to hit your objectives than your current approach
• From the alternatives you have evaluated, select all that apply Options: Another sports or entertainment property, National media buy, Digital performance campaign, Influencer or content partnership, Venue naming or category exclusivity, Internal campaign or do it yourself, No change / stay with incumbent
• What would need to be true about your incumbent relationship for you to keep it instead of switching
• Has anyone on your team proposed solving part or all of this internally rather than partnering with an external property Options: Yes, partially, Yes, fully, Not seriously proposed, Unsure
• Describe the one improvement the incumbent would have to make for you to stay with them
• What proof point this quarter would make you choose an external sponsorship over the incumbent or an internal option Options: Verified audience match, Pilot lead conversion rate, Retail sales lift, Cost per incremental acquisition, Another metric

Are you operationally ready to execute

• Assuming a 30 day ramp, what legal approvals, data permissions, or access commitments are mission critical and could block your timeline
• Identify the systems that must integrate for measurement and who owns each one Options: Primary CRM, Ticketing system, Point of sale / retail POS, Ad server / DSP, Analytics platform, Other
• Do APIs or bulk export options exist for those systems, or will the data require manual preparation Options: APIs available, SFTP or batch exports only, Requires manual exports, Unknown / needs investigation
• Please provide the person on your team who will be the day to day contact for technical approvals and data transfers
• Estimate the weekly hours your technical lead can commit during the first 60 days of setup Options: 0-5 hours, 5-10 hours, 10-20 hours, More than 20 hours
• Does your legal or compliance team require special clauses for consumer data, hospitality packages, or prize mechanics Options: Yes, data privacy clauses, Yes, hospitality or AML clauses, No special clauses expected, Unsure
• Pinpoint the one readiness gap that would pause activation until it is fixed

Decision mechanics, timing, and what accelerates this deal

• Assuming the pilot meets the agreed metrics, describe the fastest internal path to a signed multi year agreement from your side
• Describe the stakeholders who must sign and the order approvals typically follow Options: Marketing → Legal → Finance, Marketing → Procurement → Legal → Finance, Direct executive sponsor approval then procurement, Other
• Estimate how soon budget can be committed and released after leadership approval Options: Immediately within 1 week, 1 to 4 weeks, 4 to 8 weeks, Longer than 8 weeks
• Explain the procurement or contracting steps that typically add 2 to 6 weeks to your timeline
• Select the reporting cadence your team will insist on post launch Options: Daily during launch, Weekly during initial 30 days, Monthly standard report, Quarterly executive summary
• Select the contract clause that matters most to you for renewal flexibility Options: Shorter notice for termination, Performance-based renewal triggers, Right of first refusal, Fixed pricing for renewal period, Other
• Pinpoint the single approval, budget gate, or decision that, if not in place, would delay signing beyond your target timeline

• Partnership Experience Walkthrough

• Confirm the current state and its cost
• You confirm that at least one presented scenario maps directly to your top two business outcomes and measurement expectations.
• Deliver a priced scenario packet for the preferred option, including forecasted KPIs and the proposed reporting cadence, within five business days.
• Provide final target KPIs, priority audience segments, and decision timeline to validate forecasts and finalize the proposal.
• Scenario A — Awareness mapping
• You agree that the demonstrated measurement approach will produce the evidence needed for renewal discussions and internal ROI models.
• Scenario B — Activation and lead generation
• You identify a preferred scenario and agree to receive a priced proposal tied to the validated deliverables.
• Run an audience alignment check against the provided target segments and share the results before the proposal is finalized.
• Measurement and attribution walkthrough
• Commercial tradeoffs and exclusivity mapping
• Validate alignment

• Partnership Experience Walkthrough
• Solution Experience Deck
• Partnership Solution Brief

• meeting
• slides
• document

• Install In-Venue Signage and LED Placements
• Activate In-Game Broadcast Media Spots
• Deploy Digital and Social Media Integrations
• Build and Operate Experiential Activation Space
• Provide Onsite Brand Ambassador Staffing
• Fulfill Hospitality and Premium Seating Allocations
• Grant Category Exclusivity Rights
• Produce and Distribute Co-Branded Content
• Execute Product Sampling and Retail Activation
• Deploy Digital Lead Capture with CRM Handoff
• Provide Attendance and Demographic Reporting
• Deliver Media Impressions and Broadcast Attribution
• Deliver Sponsorship ROI and Attribution Report

Install In-Venue Signage and LED Placements

• Which physical locations inside the venue should receive signage or LED (e.g., baseline LED, ribbon board, center-hung, concourse banners)? Options: Baseline LED, Ribbon board, Jumbotron/center-hung, Concourse banners, Suite fascia, Exterior façade, Other
• How many signage units or LED panels do you need and what are the target dimensions or pixel pitch per unit (square feet or pixel pitch)?
• List the artwork file formats, color profile, and maximum file weight you will deliver for print or LED (e.g., vector EPS/SVG, PNG 300dpi, H.264 MP4). Options: Vector (EPS/SVG), High-res PNG/JPEG, Animated MP4 (H.264), Other
• Provide the venue access windows for load-in, soft hang, and final inspection (specific dates and hours) we must plan around.
• Identify any required third-party approvals for rigging, fire marshal signoff, or structural engineering reports we must secure or coordinate with your team. Options: Yes, approvals required, No approvals needed, Unsure - need assessment
• Describe the acceptance criteria for installed signage and LED (for example: photo sign-off from sightlines, measured luminous intensity, and secure mount certification).

Activate In-Game Broadcast Media Spots

• Select the broadcast windows or in-game breaks you want to target (pregame, opening, quarter breaks, halftime, postgame). Options: Pregame, Opening sequence, Quarter breaks, Halftime, Postgame, Other
• How many :30 or :15 spots do you require and what rotation frequency should we schedule across the game feed?
• Specify any required sponsor mention language, on-screen lower thirds, or approved taglines that must appear in the telecast graphic package.
• Indicate the delivery method for broadcast masters and ad cues and provide the integration endpoint your broadcast team expects (SFTP, CDN, ad-server manifest). Options: SFTP, Secure CDN, Ad server tag / VAST, Other
• Provide the broadcast distribution partner or network contact and required lead times for ad creative handoff.
• Identify the evidence you will accept to confirm airing (for example broadcast cue sheets, time-stamped logs, or verified playback clips). Options: Broadcast cue sheets, Time-stamped playback clips, Station logs, Other

Deploy Digital and Social Media Integrations

• Select the digital channels to include in scope (venue website, team app, owned social handles, paid social, programmatic display). Options: Venue website, Team app, Owned social handles, Paid social, Programmatic display, Other
• How many paid placements and which audience targeting parameters do you require (geography, age demo, fan segments)?
• Name the exact ad specs you will accept for each format (dimensions, max file size, video codec, frame rate) for web banners and social cards.
• Provide the tracking pixels, ad tags, or measurement endpoints and the integration endpoint for your analytics platform (pixel URL, event names, or API endpoint).
• Indicate whether you will provide creative assets or need creative production support for social and display units. Options: You provide all creative, We provide some creative / need support, We require full production
• Specify any platform disclosure or paid partnership copy that must accompany social posts (for example required language or hashtag).

Build and Operate Experiential Activation Space

• Which activation footprint do you need (square footage and preferred location: concourse, premium plaza, plaza outside venue)? Options: Concourse, Premium plaza, Outside plaza, Suite-level experience, Other
• How many days of operation and what daily hours should the activation be staffed and open to fans?
• Detail the power, fiber, and AV requirements (amps, outlets, dedicated circuit, internet bandwidth) needed to operate your activation.
• Outline any build materials or hard structures you will supply versus items you expect us to fabricate (e.g., modular booths, branded carpeting, stage). Options: Buyer supplies build materials, Seller fabricates build, Hybrid - specify items
• Attach your desired activation run-of-show highlights or key guest experiences to ensure alignment on pacing and staffing.
• Identify safety or union requirements for load-in, stage build, or crowd interaction we must follow (for example local union labor, crowd-control staffing). Options: Local union labor required, No union requirements, Unsure - need assessment

Provide Onsite Brand Ambassador Staffing

• How many brand ambassadors do you require per shift and what are the expected shift lengths? Options: 1-2 per shift, 3-5 per shift, 6+ per shift, Specify in comments
• Specify required ambassador responsibilities (lead capture, product demos, hospitality escort, merch fulfillment). Options: Lead capture, Product demos, Hospitality escort, Merch fulfillment, Other
• Provide the training, brand messaging, or script materials ambassadors must be certified on before event day.
• Indicate any credentialing or background checks ambassadors must pass to work in premium areas or suites. Options: Background checks required, No checks required, Venue-specific credentialing required
• Describe the point-of-contact and escalation path for on-site ambassador issues (name, title, phone/email).
• State whether ambassadors should capture consent for communications and which consent language or opt-in must be used for lead capture.

Fulfill Hospitality and Premium Seating Allocations

• Which hospitality assets are required (number of suite nights, club seats, premium tables, VIP parking passes)? Options: Suite nights, Club seats, Premium tables, VIP parking, Other
• How many total ticket inventory units should be reserved and for which specific events or dates?
• Provide the guest list submission process and deadline you prefer (file format, attendee fields, cut-off days prior to event).
• Indicate special hospitality needs such as dietary restrictions, ADA access, or VIP transport that must be accommodated. Options: Dietary restrictions, ADA access, VIP transport, None
• Name the authorized signer for guest-related chargeables or upsell approvals and the billing contact for hospitality reconciliations.
• Describe the evidence you will accept to confirm hospitality fulfillment (for example scanned ticket manifests, signed guest check-in sheets). Options: Scanned tickets, Signed manifest, Guest survey confirmations, Other

Grant Category Exclusivity Rights

• Which competitor product or service categories must be excluded from the property to satisfy exclusivity (for example beverage, telecom, automotive)?
• How broad should exclusivity be by channel (in-venue only, in-venue plus digital, national market)? Options: In-venue only, In-venue + venue digital, National market, Custom - specify
• Specify any carve-outs or pre-existing agreements that should be documented as out-of-scope for exclusivity.
• Indicate the territory and market segmentation for the exclusivity (city, DMA, national), including any blackout dates or events.
• Detail your desired remedy if a conflicting third-party activation is identified (credit, make-good activation, termination rights). Options: Credit, Make-good activation, Negotiation, Termination right
• State the minimum commitment period you require for exclusivity protection (number of seasons or years). Options: Single season, 2 seasons, 3+ seasons, Custom

Produce and Distribute Co-Branded Content

• Which content formats do you want produced (short-form video, long-form documentary, social clips, podcast segments)? Options: Short-form video, Long-form video, Social clips, Podcast, Other
• How many pieces of co-branded content and how often should they be distributed across owned channels?
• Specify production deliverables and technical specs (resolution, aspect ratio, closed captions, file naming convention).
• Identify the usage rights and duration you require for the content (exclusive windows, syndication rights, length of license). Options: Exclusive windows, Non-exclusive, Syndication allowed, Specify duration
• Provide the approval workflow and turnaround times for rough cuts and final masters (who approves and within how many business days).
• Outline the distribution channels and posting cadence you expect for co-branded content (platforms, frequency, and paid amplification plan).

Execute Product Sampling and Retail Activation

• Which SKUs and packaging sizes will be used for sampling and do any require cold-chain or temperature control?
• How many samples per day and overall sample quantities do you forecast for each event day? Options: Less than 1,000/day, 1,000-5,000/day, 5,000+/day, Custom
• Detail food-safety, insurance, or licensing requirements for on-site sampling (vendor insurance limits, health permits).
• Indicate whether you need retail point-of-sale integration or coupon redemption capability and the preferred redemption workflow. Options: Coupon redemption, POS integration, Sampling only
• Provide the storage and handling requirements at load-in (cold storage, locked storage, daily replenishment windows).
• Specify how you want sampling performance measured (units distributed, redemption rate, incremental sales lift) and any target thresholds.

Deploy Digital Lead Capture with CRM Handoff

• Which lead-capture method do you prefer at activation (QR form, tablet entry, SMS opt-in, NFC touchpoint)? Options: QR form, Tablet entry, SMS opt-in, NFC, Other
• How many form fields are required and which specific fields must map to your source CRM (name, email, phone, postal code, consent flag)?
• Provide the CRM handoff method and integration endpoint we should push leads to (API endpoint, CSV upload cadence, secure SFTP). Options: API endpoint, Scheduled CSV, SFTP, Other
• Indicate required data privacy or consent language and any geo-specific compliance (for example GDPR or CCPA notices) that must appear on the lead form.
• Detail the SLA for lead delivery to your CRM (near real-time, same-day batch, 24-48 hour delivery). Options: Near real-time (minutes), Same-day batch, 24-48 hours
• Describe the required field mapping and any transformation rules (for example promo code to campaign_source, phone format normalization) for the CRM handoff.

• Partnership Agreement
• Commercial Term Sheet
• Measurement & Reporting Schedule
• Inventory & Activation Schedule
• Exclusivity & Category Rights Exhibit
• Hospitality & Fulfillment Addendum
• Intellectual Property License Exhibit
• Data Processing Agreement (DPA)
• Renewal & Termination Addendum

• Go-live health check (weeks 1-4)
• First measurement review (weeks 4-10)
• Acceptance gate review (around day 90)
• Quarterly success and measurement review (ongoing)

• Schedule the next quarterly review and a mid-quarter check if any high-priority issues remain open.
• Schedule a short technical follow-up if data feed inconsistencies are identified.
• Restate acceptance criteria and numeric targets
• Document pass or fail for each acceptance criterion recorded in Mutual Commit and capture the formal acceptance decision with a named signatory where applicable.
• Establish a remediation plan and final validation date for any items that did not meet acceptance thresholds.
• Publish the acceptance decision record with pass/fail per criterion and the named signatory.
• Add remediation actions to the project tracker with owners and target completion dates.
• Schedule the final validation check for remediated items before transitioning to quarterly reviews.
• Ongoing outcomes vs Mutual Commit targets
• Confirm whether the quarter's engagement and attribution metrics remain aligned with Mutual Commit targets or require corrective action.
• Agree prioritized enhancement requests and assign owners with delivery windows.
• Update the enhancement backlog with owner assignments and target delivery quarters.
• Deliver the quarterly measurement packet including raw data extracts and calculation notes.
• Re-confirm success criteria and owners
• Confirm all delivery elements required for measurement are live or have an agreed remediation plan.
• Document open issues with owners and target resolution dates for hypercare.
• Publish hypercare issue log with owners and target dates.
• Provide a trimmed event-level data extract or dashboard access for the first measurement review.
• Validate data-sharing permissions and schedule the data handoff test run.
• Present first-window outcomes against targets
• Decide whether attendance and media impressions are moving toward the Mutual Commit targets or require remediation.
• Agree owners, actions, and dates to resolve identified gaps before the acceptance gate meeting.
• Publish a corrective action register with owners and completion dates focused on the off-target metrics.
• Deliver the verified data export and methodology notes used to calculate media impressions and attendance.
• Operational open issues and blocker burn-down
• Deployment and integration validation
• Root-cause analysis for variances
• Present consolidated outcome data vs each criterion
• Enhancement request backlog and prioritization
• Pass/fail determination and signatory capture
• Early adoption and operational signals
• Corrective action plan
• Confirm readiness for acceptance gate
• Blockers and defect triage
• Remediation plan for failed or conditional items
• Reporting cadence and data quality checks
• Immediate remediation actions and next steps