About US

Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so brands and rights holders can make impactful decisions that drive business.

Trusted by


Countries Worldwide Use SponsorUnited

2022 & 2023 Fastest-Growing Private Companies in America


Data Points Tracked and Analyzed


Top-Tier Publications with Media Coverage



Bob Lynch
Founder & CEO

In 2010, while VP of Integrated Media and Corporate Partnerships for the Miami Dolphins, Bob sensed an opportunity for stakeholders to partner more effectively in the complex universe of sponsorships. By capturing a comprehensive, real-time picture of the sponsorship ecosystem for teams and brands—information that was fragmented and largely inaccessible—he could create a solution that would be key to identifying trends and opportunities in the industry. As time went on, he realized this opportunity wasn’t limited to the NFL or even to just sports: Brands, properties, agencies, and media companies across industries would benefit enormously from a resource that demystified the sponsorship marketplace and provided greater accessibility to partnership deals. 

Inspired by this mission, and with the goal of providing unprecedented insight into every facet of the sponsorship universe, Bob devised the concept for the SponsorUnited platform in 2016. In 2018, SponsorUnited was launched. 

Bob’s previous roles include SVP of Global Partnerships at BSE Global, General Sales Manager of Westwood One, and management roles at iHeart Media and Audacy. He attended the University of Delaware, where he played football.


Alain Benzaken
Chief Operating Officer

Having run technology teams at startups his entire career, Alain first joined SponsorUnited in October 2016 as an advisor and investor before partnering with Bob Lynch to build the SponsorUnited platform. He currently heads up both our developer and data operations teams. His former roles include SVP of Technology at Buddy Media and Salesforce, co-founder and CTO of food52, and SVP at Priceline. 

An 11-time Ironman finisher, Alain also competed in the 2022 World Series of Poker and is a marathoner and loyal Mets fan. He is a founding board member of NY Tech Meetup, is on the board of Doctors of the World USA, and holds a BA and MS in Physics from Columbia College and Yale University, respectively.


Michelle Harmon-Madsen
Chief Marketing Officer

A veteran of the marketing industry, Michelle joined SponsorUnited in May 2022. Having previously worked on both the brand and media side, creating and executing sponsorships for American Idol, Procter & Gamble, Microsoft, and Rodale, she immediately recognized the platform’s power and potential across a range of industries. Her prior positions include CMO of AccuWeather, EVP Marketing at ShopperX Lab, and SVP Brand Partnerships at FreshDirect. 

Michelle co-chairs the Executive Achievement Committee of She Runs It, a global organization dedicated to supporting women at every level of their career in marketing, media, and tech and is a former director of the Penn State Alumni Council. She’s an avid boater, foodie, and traveler.


Rajiv Khanna
SVP, Partnerships

Having heard about the capabilities of the SponsorUnited platform from a client in pro sports, Rajiv knew he needed to reach out to Bob Lynch on LinkedIn. The rest, as they say, is history. Since joining the team in November 2019, Rajiv has grown the company’s client base from 150 to more than 1,000, built and leads a 20-person sales team, and broadened our market, both domestically and overseas, to include not just sports but also brands and media companies. 

His prior roles include VP of Teams at Nielsen Sports, Senior Director at Repucom, and Sales Strategy at Yahoo! Sports. A graduate of Syracuse University, Rajiv enjoys running and snowboarding, and he has never met a dog he didn’t like. 


Margaux Miller
SVP, People

A longtime talent acquisition pro, Margaux held senior roles with the NFL, Starbucks, and Under Armour before joining the SponsorUnited team in September 2020. It was during her time at the NFL—where she recruited for the league’s sales, business development, and sponsorship teams—she started hearing that the SponsorUnited platform was a powerful tool for prospecting. 

Margaux oversees all human resource functions at SponsorUnited, including the recruitment and onboarding of all employees and more than 500 interns annually. Besides learning to golf, she also enjoys cooking and staying fit. Margaux graduated from Newbury College.


Eric Mastalir
SVP, Brand Partnerships

After spending much of his career in sponsorship and experiential marketing, Eric joined SponsorUnited in August 2023 to lead all brand revenue operations. He oversees brand sales, customer acquisition, and customer retention while fostering strategic collaboration across product, data, and marketing. Eric is thrilled to be here at this stage of our evolution and can’t wait to support our global growth and drive innovation in the industry.

Before joining SponsorUnited, Eric worked with renowned sports franchises like the Sacramento Kings, San Jose Sharks, Seattle Seahawks, and Seattle Sounders. He also led partnership projects at Nike and spearheaded Amazon Web Services strategy and business development for notable brands including Meta, Pinterest, EA, Airbnb, Capital One, Netflix, and Apple.



Challenge Identified

While working at the Miami Dolphins, Bob Lynch recognized a lack of widely available sponsorship data for rights holders and brands to identify opportunities and trends in the industry.

Opportunity Verified

The challenge was not limited to the NFL or even pro sports. Properties, brands, agencies, and media companies all had the same problem: a lack of transparency and accessibility to partnership deals.

SponsorUniversity Launches

SponsorUniversity was launched with the goal to give students real-life experience in the sports and entertainment industry and provide them with tools for success, all while also compiling first-party sponsorship data for the platform.

Scouting Tech Buildout

A one-of-a-kind opportunity for college students was launched. This unique scouting program allows us to compile first-party partnership data for the platform while giving students real-life experience in the sports and entertainment industry.

Beta Testing Commences

Soft launch was initiated, and two US pro sports teams tested early stages of the SponsorUnited platform.

Product Launches

In January 2018, one of the top revenue-generating teams in the NFL became our first client partner.


Twenty months post launch, over 100 teams, event organizers, agencies, and media entities had signed up for the platform.

Building the Team

Rajiv Khanna joins as SVP of Partnerships to build the business development team, resources, and infrastructure. Margaux Miller is brought on as SVP of People to run human resources.

Continuing to Grow

We reached over 1,000 client partners, Michelle Harmon-Madsen joined the team as our first CMO, and SalesUniversity was launched so young sales professionals can learn to sell sponsorships.

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