AI for insights and analytics
A partner paying 400,000 a season has received 43 percent of its contracted rights with three quarters of the season gone, uses 17 of 30 hospitality places, and is about to receive a renewal proposal for more. AI analytics reads the rights, delivery and hospitality files, and answers the head of partnerships: what have we delivered, and what is unsold.
These are the questions sports organisations ask. Each one maps to a measure our tools compute from your files. The AI model chooses the measure and explains the result; the arithmetic is done by our code, and every total is checked.
| The question | The measure behind it | What comes back |
|---|---|---|
| What have we delivered against each partner's contract? | Delivery ratio per partner | Rights delivered over rights contracted, by partner and asset type, against the season elapsed. |
| Is the renewal ask in line with what was delivered? | Renewal value against delivered value | Proposed renewal value against the value of rights delivered and used, by partner. |
| How much inventory goes unsold, fixture by fixture? | Inventory utilisation per fixture | Sold over available by asset and fixture, with the unsold value. |
| Which partners use their hospitality? | Hospitality yield per partner | Places used over places held by partner and fixture, with the no-shows. |
| Which renewals are close, and when did they sign last time? | Renewal timing | Days to expiry by partner against the days before expiry they signed last season. |
| When did we last speak to each partner? | Partner contact recency | Days since logged contact by partner value, with the untouched top band. |
Every figure below was computed by a tool from the rows and checked before it was shown. The lines sum; the percentages match; each line opens to the rows that make it.
How much contracted value is undelivered with three quarters of the season gone?
Undelivered rights against the pro rata contract are worth $560k across 3 partnership tiers. Principal partners accounts for $310k, 55% of it.
| Principal partners | $310k | 55% of the total |
| Official partners | $180k | 32% of the total |
| Regional partners | $70k | 12% of the total |
| The 3 lines sum to | $560k | 0 unexplained |
Which principal partners?
3 partners account for $286k of the $310k undelivered among Principal partners, 92% of it. The largest has received 11 of 24 social posts and one of four player appearances, and its renewal proposal is for more than it pays now.
| Halcyon Motors | $128k | delivery ratio 43%; hospitality 17 of 30 used |
| Northgate Brewing | $96k | 2 of 4 appearances delivered |
| Meridian Telecom | $62k | digital rights 40% delivered |
| These 3 are | $286k | 92% of Principal partners |
What happens before the renewal proposal goes out?
The undelivered rights are scheduled for the remaining fixtures, the hospitality usage is discussed with the partner, and the proposal is set against delivered value rather than last season's price. The partnership manager owns the plan; the head of partnerships signs the number.
| Partnership manager, Halcyon | Schedule the 13 posts and 3 appearances before season end | This month |
| Hospitality team | Review usage with Halcyon and Northgate | Next fixture |
| Head of partnerships | Set renewal asks against delivery ratio | Before proposals |
Each measure has one formula, one source and one meaning. They are computed per partnership manager and partner and in total, and every one carries an identity that must hold before it is shown.
| Measure | Formula | From | What it tells you |
|---|---|---|---|
| Delivery ratio per partner | Contracted rights delivered and evidenced ÷ rights contracted, to date, against the season's expected pace | Contracts; delivery log | Partners being under-delivered |
| Renewal value against delivered value | Proposed renewal fee against the value of rights delivered and used this term | Contracts; delivery log; rate card | Renewals priced above what the partner received |
| Renewal timing | Days before expiry at signature, per partner; partners unsigned inside 90 days | Contracts | Reluctant renewals |
| Inventory utilisation per fixture | Inventory sold and delivered ÷ available, by asset type and fixture | Inventory register; delivery log | Assets nobody sells; fixtures that under-sell |
| Hospitality yield per partner | Seats used ÷ seats held, per partner per fixture; revenue per seat available | Hospitality and ticketing systems | Packages that will be cut |
| Asset fit per partner | Assets used or activated ÷ assets held, by type | Delivery log; activation records | Rights bought and never activated |
| Partner concentration | Top five partners' share of commercial revenue; largest partner | Contracts; ledger | Dependence on one or two deals |
| Season ticket to hospitality conversion | Members and season ticket holders with a business link who bought hospitality ÷ such members; never-asked list | Ticketing; CRM | Buyers already in the building |
| Partner contact recency | Value of partners with a decision-maker contact within cadence ÷ total value | CRM; contracts | Relationships managed only at the day-to-day level |
| Unsold inventory value | Rate card value of unsold assets, by type, for remaining fixtures | Inventory register; rate card | What is left to sell, and how fast it expires |
Each measure is worked through, with the export it comes from and what to drop, in Commercial KPIs for sports clubs and rights holders.
From your question and the measures declared for sports, the model picks the one that answers it, and the period and comparison the question implies.
Deterministic code reads the rows, computes the measure, and checks the identities below. The same question on the same data gives the same answer, every time.
The AI model writes the sentence around the result, naming the partnership manager or account behind it. It states no figure that is not in the result, and every figure links to its rows.
| Delivery | Rights contracted = delivered + scheduled + at risk + undeliverable |
| Inventory | Available = sold + unsold + withheld, per fixture |
| Hospitality | Seats held = used + unused, per partner per fixture |
| Renewals | Partners due = renewed + lost + in negotiation |
The exports sports organisations already produce. Column names are mapped once and the mapping is reused. A file is the way in; scheduled delivery and connections to your systems come with the plan, and every source is listed here.
An answer is a list with an owner and a cadence, or it is a chart nobody works.
| Measures | Owner | Cadence |
|---|---|---|
| Delivery ratio; hospitality yield | Partnership managers; head of partnerships | Monthly, fixture by fixture |
| Inventory utilisation; unsold value | Commercial director; sales | Monthly |
| Renewal timing; renewal value against delivered; contact recency | Commercial director | Quarterly, monthly in the final half |
| Concentration; asset fit; member conversion | Commercial director; chief executive | Twice a season |
Rights delivered over rights contracted, by asset type, from the contract file and the delivery log, against the share of the season elapsed. A partner owed 24 posts and given 11 with 75 percent of the season gone is at 43 percent against 75 expected. The tool reports both figures, per asset, so the gap is specific.
Yes, at the rate card or the average sold price you choose, by asset and fixture. Unsold hospitality places, board positions and digital slots are listed fixture by fixture with their value, so the commercial director sees what was left on the table and where.
The rights contracts by partner and asset, the delivery log, hospitality allocations and attendance, the inventory and sales file by fixture, and the CRM contact log. Renewal dates and last season's signing dates add renewal timing.
Every inventory and hospitality measure is computed per fixture and for the season, and the season figures are the sum of the fixtures. A partner's delivery ratio is a season figure with the fixtures listed beneath it.
Delivery ratio · Hospitality yield · Contact recency · Renewal calendar · Concentration · Utilisation
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