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The Sponsor CRM is your tool for managing sponsor relationships across all your events. It provides a pipeline view of every prospect, from initial outreach through to closed deals, so you can stay organized and grow your sponsorship revenue.

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Pipeline stages

Every sponsor prospect moves through a defined pipeline. You can update a prospect’s stage as your relationship progresses:
Move prospects through the pipeline as conversations progress. This helps you forecast revenue and prioritize your outreach efforts.

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Adding a prospect

1

Open the Sponsor CRM

Navigate to Sponsor CRM from your Squad Leader dashboard.
2

Click Add Prospect

Select the option to add a new sponsor prospect.
3

Fill in company details

Enter the prospect information:
  • Company name — The name of the company you’re prospecting
  • Contact name — Your primary contact at the company
  • Email — The contact’s email address
  • LinkedIn — The contact’s LinkedIn profile URL
4

Set initial details

Configure additional fields:
  • Status — Set to Prospecting for new leads (default)
  • Estimated deal value — Your estimate of potential sponsorship revenue
  • Interested events — Link the prospect to one or more of your events
  • Notes — Any relevant context about the company or contact
  • Follow-up date — When to follow up next
5

Save the prospect

Save the prospect to add them to your pipeline.

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Managing prospects

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Updating status

As your conversations progress, update the prospect’s pipeline stage. Click on a prospect to open their details and change the status. Moving a prospect to Closed Won means you’ve secured the sponsorship — this is when you can begin the formal sponsorship and agreement process.

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Adding notes

Add notes to track your interactions and important details:
  • Meeting summaries and next steps
  • Sponsor preferences and budget constraints
  • Contact preferences (email vs. LinkedIn vs. phone)
  • Key decision-makers and their roles

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Setting follow-up dates

Set follow-up reminders so you never lose track of an active conversation. Follow-up dates help you prioritize daily outreach across your prospect list.

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Estimating deal value

Enter an estimated deal value for each prospect. This helps you:
  • Forecast potential revenue across your pipeline
  • Prioritize high-value prospects
  • Track your deal-closing performance over time

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Linking to events

Associate prospects with the events they’re interested in sponsoring. A single prospect can be linked to multiple events if they’re considering sponsoring more than one.
When a prospect moves to Closed Won, the sponsorship still needs to be formalized through the platform. See Sponsorships for how sponsorship tiers and payments are configured for your events.

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Prospect details

Each prospect card displays:

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Next steps

Agreements

Manage contracts with confirmed sponsors

Revenue

Track your earnings from closed deals

Events

View events to link with prospects