Blog · Wallet share and penetration · Sports
How a club, league or venue measures which commercial assets each partner buys against the profile of partners like them, watches hospitality renewals with no contact, and tracks box and seat utilisation per fixture from the CRM and ticketing exports, reconciled to commercial revenue.
A club's commercial team sells assets, boxes and season products to the same corporate accounts through three systems, and no one system shows an account whole. A partner with a perimeter deal and no hospitality is a gap; a box unused for half the season is a renewal at risk; both are in the exports already. This guide sets out the three measures and the roll-up.
Per partner or account:
Asset fit = assets bought ÷ assets in the norm for the partner's size and sector Gap value = Σ (missing assets × rate card) Renewal at risk = renewal in the window and no logged contact
Per hospitality account, per fixture:
Utilisation = seats attended ÷ seats sold
Per account manager:
Coverage, the renewal list, and the fit list, all ranked by value
Account identifiers only.
commercial revenue = Σ managers = Σ accounts = Σ asset types
The by-asset-type equality catches an asset re-coded in the CRM. The by-manager equality catches an account moved between managers without a date.
One partner, regional bank, norm of four assets for the band. Fixture utilisation for its hospitality box over the season so far.
| Asset | Bought | Value | In norm | Gap at rate card |
|---|---|---|---|---|
| Perimeter | Yes | £240,000 | Yes | |
| Hospitality box | Yes | £38,000 | Yes | |
| Digital and content | No | Yes | £45,000 | |
| Community programme | No | Yes | £20,000 |
Fit two of four, £65,000 of gap. Utilisation on the box: six fixtures of twelve with attendance below half the seats, and the renewal is in fourteen weeks with no contact logged since the season launch. The account manager's list opens with the box conversation, and the digital gap is the second half of it.
Assets bundled in the contract. A partnership recorded as one line hides which assets it contains. Unbundle in the mapping, or measure fit at bundle level and say so.
Attendance not recorded. Boxes without scanned attendance cannot show utilisation. Count them; get scanning onto the hospitality entrance.
Accounts under agencies. A partner that buys through an agency appears as the agency. Map agency purchases to the partner where the contract names it.
Season versus per-fixture. A season product's utilisation is per fixture; a one-off hospitality package is one row. Keep the two apart.
Mapped once, the CRM and ticketing exports produce the fit list, the renewal watch and utilisation per account every week of the season, reconciled to commercial revenue. Covirage builds this from the exports as they are, account identifiers only. The sports page describes the setup, and you can upload a sample CRM export and see the roll-up on your own rows.
No. Corporate and hospitality account identifiers, assets, seats, attendance counts and revenue only. Individual fan records never enter the roll-up.
It predicts the renewal. A box that sat empty for half the fixtures is a renewal that will not happen unless someone speaks to the account first. Utilisation per fixture, per account, is the list to work before the renewal window.
Yes. Partners and broadcasters replace hospitality accounts, assets are rights rather than seats, and utilisation becomes activation delivered against contracted. The roll-up is the same.