Trunk’s PartnerAmp Boosts Sports Partnerships: 12-Month Research + Free Health Score for Smarter Deals

Trunk has launched PartnerAmp, a new analytics tool combining 12 months of research with a free Partnership Health Score designed to help brands and rights holders optimize their sports partnerships.

The tool aims to identify gaps in current collaborations and provide actionable insights to improve performance, according to the company’s announcement.

Trunk’s new PartnerAmp tool is the first product of its kind to merge proprietary research with a diagnostic score, offering a data-driven approach to sports sponsorships. The Partnership Health Score evaluates the strength of existing partnerships and highlights areas where brands and rights holders could enhance their collaboration.

“This isn’t just another report—it’s a tool that gives brands and rights holders a clear, measurable way to assess where their partnerships are underperforming,” said a Trunk spokesperson. “By leveraging 12 months of research, we’ve identified patterns that can unlock better results.”

How Does PartnerAmp Work?

PartnerAmp uses a proprietary scoring system to evaluate three key areas of a sports partnership:

1. Alignment – How well the brand’s goals match the rights holder’s objectives.
2. Execution – The effectiveness of activation strategies, including digital and on-field engagement.
3. Impact – Measurable outcomes, such as audience reach, engagement metrics, and business growth.

The tool provides a benchmark score (ranging from 0 to 100) and actionable recommendations for improvement, based on Trunk’s analysis of over 1,000 sports partnerships across multiple leagues and events.

Why This Matters for Brands and Rights Holders

Sports partnerships remain a critical revenue stream for leagues, teams, and athletes, yet many collaborations underdeliver due to misaligned expectations or poor execution. According to a 2025 report by Deloitte, only 38% of brands felt their sports sponsorships met their business objectives, citing a lack of data-driven insights as a key challenge.

PartnerAmp addresses this gap by offering a structured way to evaluate partnerships beyond traditional ROI metrics. “The biggest issue in sports sponsorships is that brands and rights holders often operate in silos,” said a senior industry analyst at Nielsen Sports. “This tool bridges that gap by providing a shared framework for assessment.”

How It Compares to Existing Solutions

While tools like Nielsen Sports’ Sponsorship Analytics and IMC’s Activation Metrics provide performance tracking, PartnerAmp distinguishes itself by combining longitudinal research with a diagnostic score. Unlike generic KPI dashboards, it focuses on strategic alignment—a factor that industry reports suggest is critical for long-term success.

For example, while Nielsen tracks media exposure, PartnerAmp evaluates whether a brand’s activation strategy aligns with the rights holder’s broader goals. “Most tools measure what happened, but few explain why it happened—or how to fix it,” said a Trunk executive. “That’s the missing piece.”

What Comes Next for PartnerAmp?

Trunk plans to expand PartnerAmp’s capabilities by integrating real-time data from major sports events, allowing brands to adjust strategies mid-campaign. The company also aims to partner with leagues and teams to offer customized benchmarks based on industry standards.

“This is just the beginning,” said the Trunk spokesperson. “Our goal is to turn sports partnerships from a guessing game into a science.”