How Publicis Sport & Entertainment is reshaping sponsorship analytics

Challenge

Sponsorship deals are high stakes. Brands invest millions to align with the right teams, leagues, and events, but measuring real impact, audience engagement, and sponsorship ROI has long been challenging. Publicis Sport & Entertainment is tackling this problem head-on, using agentic analytics to provide clients with real-time, data-driven insights to optimize sponsorship strategy.

Before ThoughtSpot, unlocking insights was a manual, time-consuming process that limited scalability.With a 30-person team split between consulting and research, Publicis Sport & Entertainment faced significant challenges in scaling its analytics operations. The reliance on manual data extraction and complex dashboards created bottlenecks, making it difficult for consultants to access insights quickly. Analysts spent thousands of hours on manual reporting, slowing down time-to-insight, while data scattered across 300+ broadcasters made analysis fragmented and time-consuming. As a result, client requests for sponsorship performance reports took longer to fulfill, and non-technical users struggled to explore data without relying on analysts for support.

Before ThoughtSpot, we were constantly stuck in a loop of building and maintaining dashboards. By the time a report was ready, the opportunity to act had often passed.

Gopal SuriData ScientistPublicis Sport & Entertainment

Solution

Publicis Sport & Entertainment implemented ThoughtSpot Embedded to replace static reports with real-time, self-service analytics. Instead of waiting weeks for custom dashboards, teams can now instantly search for insights, drilling into sponsorship performance, audience trends, and valuation metrics on demand. By putting insights directly into the hands of consultants and clients, ThoughtSpot has accelerated decision-making and eliminated the need for dedicated dashboard teams.

With ThoughtSpot, we’ve eliminated the constant back-and-forth of reporting requests. Teams can now access and explore data themselves, which means they’re making decisions faster and with more confidence.

Gopal SuriData ScientistPublicis Sport & Entertainment

Impact

The results were immediate and measurable. In 2024 alone, Publicis Sport & Entertainment saved over 1,000 hours, with projections to exceed 3,000 hours in 2025. Client onboarding time was cut from six months to just two or three weeks. Monthly active users grew to 25 - with a goal to double adoption in 2025.

Beyond efficiency gains, ThoughtSpot has fundamentally changed how teams work. Consultants now use ThoughtSpot daily to analyse sponsorship performance, audience data, and consumer research. Executives rely on live dashboards, while clients can explore insights independently - reducing analyst bottlenecks and embedding analytics into everyday decision-making.

What's next

Publicis Sport & Entertainment is now doubling down on agentic analytics, leveraging ThoughtSpot to make insights even faster and more intuitive. In 2025, the company plans to expand to more clients, further increasing the adoption of ThoughtSpot-powered analytics across its operations.

With a focus on automation and efficiency, they are integrating Spotter to deliver more automated insights, reducing reliance on ETL workflows and shifting more data processing directly into ThoughtSpot. Additionally, they’re enhancing sponsorship performance tracking, enabling real-time adjustments to marketing strategies based on dynamic data insights.

We’re transforming analytics from a manual, report-heavy process into a real-time decision-making engine. ThoughtSpot helps us focus on innovation rather than dashboard maintenance.

Gopal SuriData ScientistPublicis Sport & Entertainment

By eliminating dashboard bottlenecks, monetizing data, and scaling agentic analytics, Publicis Sport & Entertainment is proving that the future of sponsorship intelligence is real-time, interactive, and data-driven.