New Report. Industry Benchmarks - College Sports
College Sports
Sponsorship
Activation
Benchmarks
The first data-backed look at what high-performing college sports sponsorship activations actually deliver.
Built from real activation data across Power Five programs, mid-major, & D2 properties & stadiums.
48
College Teams/ Properties
154
Stadium Sponsorship Activations
19
Total Sponsor Industries
154 real activations. 48 college properties. 6 sports. A performance data set built specifically for interactive sponsorship activation in college athletics.
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Inside The Report
What The Data Covers
01
Participation rates in stadiums - see where your program stands against the field.
02
Fan opt-in benchmarks across college sports properties - and what drives performance above the median.
03
Open rates for coupons sent to fans through the system - and what will drive direct traffic and sales.
04
The activation design decisions that separate programs closing renewals at a premium from the ones losing them.
The Problem
Passive Inventory is Losing Ground
Brand sponsors are demanding more from college sports partnerships. Logo placements and PA reads aren't enough anymore — sponsors want proof. Athletic departments that can't produce measurable sponsorship activation results are losing renewal conversations before they start.
This report changes that.
SQWAD analyzed sponsorship activations across college sports properties to establish the benchmarks every athletic department and brand sponsor should be measuring against.
The Context
Why College Sports Sponsorship Activation is at an Inflection Point
Students in the building want to participate - not just watch.
Brand sponsors funding those experiences want a data file and an ROI number at the end of the season, not a recap deck full of impressions.
The properties closing sponsorship renewals at a premium are the ones running activations designed to produce both. Stadiums fill every weekend. Fans show up ready to engage. The gap between what fans will do and what properties ask them to do is enormous.
This report measures that gap - and shows what the top-performing college sports sponsorship programs are doing to close it.
"The sponsorships that are winning are the ones that can captivate fans AND hand a sponsor a data file after every game."
Get The Report
No cost. No sales call required. Just the data.
So you can see exactly where your sponsorship programs or your spend stacks up.
© SQWAD 2026. Built with 🍺 & 🏟 in Portland, OR.
