Dashboard

Global sponsorship overview · FY2026 Q3

Active Sponsorships

47

▲ 12% vs FY25

Committed Spend (FY)

£18.4M

▲ 8% vs FY25

Projected Revenue

£42.6M

▲ 15% Likely

Net ROI %

231%

▲ 18pp vs FY25

Deliverables On-Track

84%

▼ 3% vs Q2

At-Risk Deliverables

12

▲ 4 new

Renewal Pipeline

9

Next 90 days

Inbound→Decision

14d

▼ 3d vs Q2

Spend by Category

Sport Music Culture Hospitality Philanthropy

Notifications

⚠

Renewal alert: UEFA Champions League — T-90 days. Review renewal terms.

2h ago

✕

At-risk: F1 Paddock Club hospitality deliverable missed deadline.

4h ago

✓

Approved: Glastonbury 2026 partnership — £1.2M committed.

1d ago

✉

New inbound: Lagos Jazz Festival submitted via public form.

1d ago

⚠

Sanctions flag: Counterparty “GlobeSport AG” requires compliance review.

2d ago

Recent Sponsorship Activity

Property	Brand	Market	Category	Status	Annual Fee	ROI
UEFA Champions League	Heineken (Diageo dist.)	Global	Sport	Active	£4.2M	312%
Glastonbury Festival 2026	Tanqueray	UK	Music	Active	£1.2M	248%
Lagos Jazz Festival	Johnnie Walker	Nigeria	Music	Evaluating	£380K	—
Miami F1 Grand Prix	Don Julio	USA	Sport	Recommended	£2.8M	Est. 195%
Tokyo Food & Sake Expo	Suntory (JV)	Japan	Food & Culture	On Hold	£560K	—
Caribbean Carnival Series	Captain Morgan	Caribbean	Culture	Active	£890K	276%

Inbound Pipeline

24 submissions · 8 awaiting triage · 3 auto-rejected

Ref #	Property	Requester	Category	Fee Band	Submitted	Status	Flags
SP-2026-0247	Lagos Jazz Festival	Adebayo Okunola	Music	£250K–500K	2 May 2026	Pending Triage
SP-2026-0246	Berlin Marathon 2027	Hans Gruber Events GmbH	Sport	£1M–5M	1 May 2026	Pending Triage	Duplicate?
SP-2026-0245	SoCal Wine & Spirit Gala	Pacific Events Inc.	Hospitality	£100K–250K	30 Apr 2026	In Review
SP-2026-0244	Lucky Strike Poker Tour	LS Entertainment Ltd	Gambling	£500K–1M	29 Apr 2026	Auto-Rejected	Prohibited
SP-2026-0243	Mumbai Street Food Festival	Swadeshi Culinary Trust	Food & Culture	£50K–100K	28 Apr 2026	Triaged
SP-2026-0242	Edinburgh Fringe Comedy Night	Fringe Society	Culture	£100K–250K	27 Apr 2026	Triaged
SP-2026-0241	National Party Convention	Political Action Group	Political	£250K–500K	26 Apr 2026	Auto-Rejected	Prohibited

Scoring & Review

8 opportunities awaiting evaluation

Brand-Fit

8.2

Weight: 30%

Audience

7.5

Weight: 25%

Commercial ROI

6.8

Weight: 20%

Values & DE&I

9.1

Weight: 15%

Risk

8.0

Weight: 10%

Weighted Score:

7.9/10

Decision Audit Log

7 May 2026 · 10:32

Sarah Mitchell scored Brand-Fit: 8.2, Audience: 7.5

5 May 2026 · 14:18

James Okonkwo completed initial triage. Assigned to EMEA Spirits team.

2 May 2026 · 09:41

System auto-acknowledged receipt. Ref SP-2026-0247 issued.

2 May 2026 · 09:40

Adebayo Okunola submitted proposal via public intake form.

Mandatory Rationale

Decision Rationale

Risk Notes

ROI Calculator

Three-scenario sponsorship return projections

Inputs

Sponsorship Property

Brand

Audience Reach

Sponsorship Fee

Agency Fee

Activation Budget

Sampling Budget

Term (years)

Earned Media Multiplier

                    1.0x2.5x5.0x
                  

                Net ROI
                231%
              

Revenue Uplift £1,340,000

Earned Media Value £425,000

Hospitality Value £85,000

Sampling Value £62,000

Total Return £1,912,000

Total Investment £580,000

Payback Period 7.2 months

Scenario Comparison

Worst

124%

£1.02M return

Likely

231%

£1.91M return

Best

358%

£2.66M return

Active Sponsorships

47 active across 12 markets · £18.4M committed FY26

Property	Brands	Market	Owner	Term	Annual Fee	Deliverables	Status	Renewal
UEFA Champions League	Guinness, Tanqueray	Global	S. Mitchell	2024–2027	£4.2M	92%	Active	T-90
Glastonbury Festival 2026	Tanqueray	UK	R. Patel	2025–2027	£1.2M	85%	Active	—
Caribbean Carnival Series	Captain Morgan	Caribbean	L. Williams	2023–2026	£890K	68%	At Risk	T-30
Singapore Grand Prix Lounge	Johnnie Walker	APAC	K. Chen	2025–2028	£1.8M	95%	Active	—
Sao Paulo Fashion Week	Ketel One	Brazil	M. Santos	2024–2026	£650K	45%	At Risk	T-15
Dublin Craft Beer & Whiskey	Guinness, Roe & Co	Ireland	C. Murphy	2026–2029	£420K	100%	Active	—

Counterparties

156 counterparty records · Golden record management

Legal Entity	Parent Group	Country	Sponsorships	Sanctions/PEP	SAP Vendor	Last Updated
UEFA Events SA	UEFA	Switzerland	3	Clear	Confirmed	1 May 2026
Glastonbury Festivals Ltd	—	UK	1	Clear	Confirmed	28 Apr 2026
GlobeSport AG	GlobeSport Holdings	Germany	0	Flagged	Pending	3 May 2026
Adebayo Okunola Enterprises	—	Nigeria	0	Clear	Not Found	2 May 2026
Formula One World Championship Ltd	Liberty Media	UK	2	Clear	Confirmed	15 Apr 2026

Deliverables Tracker

Tracking proof-of-delivery across all active sponsorships

Planned

186

In-Flight

42

Delivered

118

Missed

8

Waived

4

Deliverable	Sponsorship	Due Date	Status	Proof	Owner
LED Perimeter Boards — Matchday 1-6	UEFA CL	15 May 2026	Delivered	3 files	S. Mitchell
VIP Lounge Branding	UEFA CL	20 May 2026	In-Flight	—	S. Mitchell
Main Stage Naming Rights	Glastonbury	25 Jun 2026	Planned	—	R. Patel
Sampling Activation — 10K units	Glastonbury	26 Jun 2026	Planned	—	R. Patel
Carnival Float Branding	Caribbean Carnival	1 May 2026	Missed	—	L. Williams
Social Media Package (12 posts)	Caribbean Carnival	15 May 2026	In-Flight	7 files	L. Williams

Hospitality Allocation

Track tickets, suite seats, and hospitality across events

Event	Type	Qty	Allocated To	Recipient	Business Justification	Status
UEFA CL Final 2026	Suite Seats	12	Guinness	Key Account: Tesco Group	Annual trade relationship — renewal discussion	Confirmed
UEFA CL Final 2026	General Tickets	40	Tanqueray	Consumer competition winners	Brand activation — competition T&Cs approved	Confirmed
Glastonbury 2026	VIP Passes	20	Tanqueray	Influencer program — list TBC	Earned media amplification via creator partnerships	Pending
Singapore GP 2026	Paddock Club	8	Johnnie Walker	APAC Leadership Team	Client entertainment — strategic account reviews	Confirmed

Historical Data Import

Bulk import via Excel/CSV · Two-pass validation

1

Upload

Upload Excel/CSV using the published template. Supports Sponsorships, Counterparties, Deliverables, Hospitality, Outcomes.

2

Validate

Validation pass checks every row for errors, duplicates on (property, market, fiscal year), and column mapping. Review error report.

3

Commit

Commit pass writes validated records. Full audit trail retained 7 years. Supports merge, replace, or skip for duplicates.

Recent Imports

File	Type	Market	Rows	Status	Errors	Imported By	Date
EMEA_Sponsorships_FY21-25.xlsx	Sponsorships	EMEA	2,847	Committed	12 skipped	S. Mitchell	15 Apr 2026
APAC_Counterparties.csv	Counterparties	APAC	423	Committed	3 merged	K. Chen	12 Apr 2026
LATAM_Deliverables_FY24.xlsx	Deliverables	LATAM	1,205	Validating	47 errors	M. Santos	7 May 2026

Reports & Export

Pre-built reports with Excel, CSV, PDF, PowerPoint export

Quarterly Sponsorship Review

Complete portfolio review with KPIs, spend analysis, and deliverable tracking across all markets.

PDF PPTX XLSX

Renewal Pipeline

Upcoming renewals at T-180, T-90, T-30 with contract values, decision deadlines, and owner assignments.

PDF XLSX

Inbound Funnel

Submission-to-decision funnel analysis with conversion rates, median processing time, and rejection reasons.

PDF CSV

At-Risk Deliverables

Deliverables past due or flagged at-risk, grouped by sponsorship with escalation status and owner details.

PDF XLSX

Hospitality Allocation

Ticket and suite allocation by event, brand, recipient type, and business justification for compliance audits.

XLSX CSV

Snowflake / Tableau Feed

Read-only API configuration for downstream analytics. Nightly refresh. Schema documentation included.

API JSON

Diageo Sponsorship Intake

Submit a Sponsorship Proposal

Complete this form to submit your sponsorship opportunity for review. No login required.

Step 2: Opportunity Details

Sponsorship Property Name

Sponsorship
Command Center

Submit a
Proposal

Brand
Console

Sponsorship
Hub

Dashboard

Spend by Category

Notifications

Recent Sponsorship Activity

Inbound Pipeline

Scoring & Review

Decision Audit Log

Mandatory Rationale

ROI Calculator

Inputs

Scenario Comparison

Active Sponsorships

Counterparties

Deliverables Tracker

Hospitality Allocation

Historical Data Import

Recent Imports

Reports & Export

Submit a Sponsorship Proposal

Step 2: Opportunity Details

SponsorshipCommand Center

Submit aProposal

BrandConsole

SponsorshipHub

Dashboard

Spend by Category

Notifications

Recent Sponsorship Activity

Inbound Pipeline

Scoring & Review

Lagos Jazz Festival

Decision Audit Log

Mandatory Rationale

ROI Calculator

Inputs

Scenario Comparison

Active Sponsorships

Counterparties

Deliverables Tracker

Hospitality Allocation

Historical Data Import

Recent Imports

Reports & Export

Submit a Sponsorship Proposal

Step 2: Opportunity Details

New Intake Record

Sponsorship
Command Center

Submit a
Proposal

Brand
Console

Sponsorship
Hub