How to Build a Top Notch Sponsorship Fulfillment Report
This post aims to provide a brief education on how your organization can go about building the best sponsorship fulfillment report. Additionally, please contact us here to receive a sample sponsorship fulfillment report that can be used as a useful frame of reference during your design process.
Sponsorship fulfillment reports are probably the most vital tool in sponsorship. If you can’t show what a brand partner received from a sponsorship, or articulate how they benefited from it, your overall value proposition to sponsors becomes questionable.
The purpose of this blog post is to provide some general guidance around the structure and content of a sponsorship fulfillment report. While this post provides a typical/common approach (a “deck” with appendices), the way that sponsorships are reported on is always evolving.
First, we’ll start with the overall content flow and structure. Essentially, there are usually six sections that a sponsorship fulfillment report consists of (see below):
General Content Flow of a Sponsorship Fulfillment Report
Generally speaking, I recommend looking at a sponsorship fulfillment report as having six sections (see below):
Click the “+” below to learn more about about each section’s contents. Note that each section below’s name is for descriptive purposes only - not an actual copywriting recommendation.
-
This section is where you can provide a high level recap of the event(s), campaign(s), team(s), venue(s) or other types of properties/programs that the sponsorship of focus was linked to.
What happened? How did it play out?
What was significant about how fans/members were engaged?
CONTENTS MAY INCLUDE:
Purpose and timing of program(s)
Through what channels the program(s)/event(s) were brought to life
Powerful quotes and/or imagery to show how the program(s) influenced audience/fans and the role it plays for them in their fandom
-
How can the program’s various aspects be quantitively explained?
Which quantitative results speak to the program’s performance (attendance, viewership, social media engagement, fan survey insights, media coverage, etc?)
CONTENTS MAY INCLUDE:
High level program/event insights on attendees, viewers, digital engagement
Insights and analytics on audience/fan sentiment or impact
Powerful images or other media!
-
This is a high-level overview of what the sponsor received and/or how they activated around the program/event.
Which benefits were delivered to the sponsor? Was everything in contract delivered as planned? Were there any bonus/additional assets provided?
CONTENTS MAY INCLUDE:
High level information and images that recap the key focus areas/assets of the partnership
Any notable information around amendments or pivots to the original sponsorship plan/vision
Powerful imagery that showcase key brand assets/activations
-
Was this sponsorship a success?
How did the sponsorship perform according to generic metrics?
How did the sponsorship perform according to metrics that speak to specific sponsor objectives?
CONTENTS MAY INCLUDE:
Key info and metrics for each of the different types of sponsor assets/activations (these metrics should be specific to the sponsoring brand/company and their assets - not generic program/event metrics)
More powerful imagery that showcases what was delivered/activated
-
Is there a conclusion that can be made around whether the partner’s objectives were achieved?
How would the property recommend adjusting plans for the sponsorship moving forward if at all?
If the sponsor is up for renewal, what future property offerings can help the sponsor meet their objectives?
CONTENTS MAY INCLUDE:
Overall / summarized metrics or KPIs that speak to the cumulative performance of the deal (ideally vs. a target)
Recommended asset/activation adjustments in order to drive better results next year
-
Specific details around any of the previous topics which were not suitable for the main body’s flow (too much detail)
CONTENTS MAY INCLUDE:
A thorough and detailed breakdown of what assets were contracted in the sponsorship agreement and what was delivered (or not), along with any relevant notes on the delivery of each asset
More granular breakdowns of data and metrics that would have disrupted the flow/storytelling objectives of the fulfilment report’s main body
Click the images above to see a few examples of slides from our sample fulfillment report.
When Should You Provide a Fulfillment Report?
At the minimum, expectations are that there will be at least an annual fulfillment report provide to your brand partners, and that there will be one provided after major events/campaigns.
But, at the end of the day, success in this domain is about doing what’s needed to meet the sponsor’s reporting needs. It’s important that you speak with your partners to understand what their needs are (e.g. quarterly updates, monthly updates, etc.). They may have important reporting and budgeting cycles that are completely different from your major event/season timing!
The Importance of Powerful Imagery
While we are living in a data-driven business world, people still feel the power of images and process the quickly to validate and infer the success of a sponsorship. In sponsorship reporting, it can be incredibly important to include the best images possible in your deck - ones that show the sponsor’s brand assets/activations in a favorable light (in front of large crowds, crisp image quality, etc.)
Modern Sponsorship Reporting Considerations
In 2025, it’s the norm for brands to get more immediate reporting and data from their various marketing investments.
Unfortunately, in sponsorship, it can be challenging to wrangle imagery/files, pull data, and polish a sponsorship fulfillment report in a timely manner. But, as an industry, we need to be aware that brands’ expectations have evolved. At PandoPartner, we believe that rights holders need to consider how they can push their internal operations to new heights and meet brands needs.
A few considerations:
Maybe your brand partner is okay with raw metrics in a timely manner, and images and presentations are unnecessary for their internal reporting processes
Maybe your brand partner is okay with receiving raw image/media files showing “proof of delivery”, and they don’t need a deck because they’ll inevitably be building their own deck for internal presentations and reporting
Maybe your brand partner only cares about a small number of metrics that you’re not currently delivering to them… maybe your time and energy is being spent on the wrong things when it comes to fulfillment reports
Ultimately, it’s about proving value and business outcomes to your brand partners and they know their business best! I would strongly recommend finding time to listen to your brand partners about their needs, and to ask them about the stakeholders and criteria that will ultimately weigh in on a sponsorship renewal decision.
