NEWS: SponsorLab expands with new features and strategic offering

23-SEPTEMBER-2025 - GLASGOW, SCOTLAND, UK - Sponsorship performance framework provider SponsorLab Ltd today announces the launch of its new ‘StrategyLab’ insight and performance platform. 

Built on the same principles as SponsorLab, StrategyLab now makes the simplicity and power of its proven sponsorship performance framework available for use with projects and business strategies of any size or type.  The new tool not only brings expanded application and performance monitoring to the wider sports industry, but also to other organisations beyond the world of sport.

This development of StrategyLab is a direct response to market feedback.  Founder Bruce Cook said, “The response to SponsorLab has been fantastic, but the more we showed it to senior execs, the more we kept hearing that they’d also like to have a tool like this for their other non-sponsorship projects and campaigns.”

As with SponsorLab, StrategyLab takes users (business owners, project managers, division heads, team leaders) through a simple step-by-step process of setting clear objectives, weighting those objectives, assigning ‘success-defining’ KPIs to each objective, and then applying actual results data to calculate live performance scores that inform strategic decisions and any necessary course corrections. 

The StrategyLab process works as well for a small business as it does for a major corporate entity. The principles are the same and the pricing model makes it accessible for anyone. A single user running a small business or project can utilise the core features for free.

“It’s a powerful tool based on a simple concept and very simple to use, so we wanted to make sure it was available to everyone,” Cook added.

For more sophisticated organisations and campaigns/projects, both SponsorLab and StrategyLab have introduced a number of features to help optimise strategic performance:

• Benchmarking - current KPI performance can be compared to past results with instant ‘Variation’ calculation.

• Projections - based on partial project/campaign results, the system will provide your projected full project/campaign performance score.

• Value of Investment (VOI) - a modern and simplified twist on ROI, users can assign a value to each KPI performance unit to instantly calculate ‘Max’ and ‘Current’ value of the campaign/sponsorship execution to the relevant party.

• Milestone Tracking - for projects or sponsorships that gather and record data at regular intervals, the system records these values and provides a graphical view of progress.

Milestone Milestone

“The Milestone Tracker is our most recent and significant new feature,” added Cook.  “It is a real breakthrough in answer to user demand.  With sponsorship or any major project, performance data often comes in in regular intervals – whether that’s weekly, monthly, or on a game-by-game basis.  Now with our new Milestone Tracker you can easily plot this data as it comes in and your KPI, Objective, and overall performance scores are instantly updated.  It really is a gamechanger.”

The release of StrategyLab is a major step forward for strategic thinkers and operators in any industry.  Unlike the many of today’s complex digital tools and systems that require extensive training and technical knowledge, both StrategyLab and SponsorLab are focused on delivering power through simplicity.  Full training takes less than an hour.

To learn more about StrategyLab or SponsorLab, visit www.strategylab.biz.

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