Methodology

Every record in the Sponsorship Index follows the same four steps. This page explains each one, and what we label as fact, estimate or analysis.

From lead to published record

1. Find. We collect links to public announcements and reports. Leads are never published.
2. Record. A researcher reads each source and notes the facts. Summaries are written in our own words. We don't copy articles, photos or logos.
3. Verify. A person checks each fact against its sources and marks the record verified.
4. Publish. A separate approval makes the record public.

When a record is published

A record is published only when at least one source comes from a party to the deal, or two independent publishers report it. Any date, value or right shown on a record must be backed by a listed source. We re-check each record at least every 12 months. If a record hasn't been re-checked in that time, it comes off the site until it is.

What the labels mean

Confirmed by a party to the deal

Stated by the brand, the rights holder or another party to the agreement.

Reported by independent media

Reported by a publisher that isn't a party to the deal. Not confirmed by either party.

Atlas estimate

Our own estimate. Every estimate states its method.

Atlas analysis

Our interpretation. It's labelled on every record and never presented as fact.

Not known

Nothing on the public record that we could verify.

Status

We show a sponsorship's term only when a source states it. If we can't verify an end date, the record says "Current status not confirmed". A record describes a deal on the public record. It is not an offer of sponsorship inventory.

Values and estimates

Most sponsorship values aren't disclosed, and we say so. Where a value has been reported, we cite the report. Where we estimate, we explain the method and the number of comparable deals it rests on.

Atlas analysis

Some records include a short note on why the deal might matter to a business reading it. These notes raise questions and observations. They never claim to know why a brand made its decision or what it achieved.

Sources we use, and don't

We use public announcements, company reports, regulator filings and media reporting, read by a person. We don't bypass paywalls. We don't use other sponsorship databases or directories as sources. We find the original announcement ourselves. We don't collect information automatically from websites.

How we use AI

We use AI to help find links to possible sources and to draft record wording from our researcher's notes. AI doesn't read or summarise source pages. A person checks and approves every record before it's published.

Corrections and disputes

If you think a record is wrong, tell us. We take a disputed record off the site while we check it, then correct it or withdraw it. Index codes are never reused.