Investment opportunity
The intelligence layer
for global sponsorship
Sponsorship is one of the largest and most powerful marketing channels in the world, yet the least professionally measured. Foocus is building the system that defines what sponsorship value is and how it can be grown.
CEO Introduction — Glenn Myklebust
The opportunity
A massive market,
poorly served
Global sponsorship spending exceeds $100 billion annually, yet it remains the last great marketing frontier lacking accountability. While digital spend is tracked to the penny, the effects of sponsorship are still being guessed and largely undocumented.
CMOs now demand the same accountability for sponsorships as they do for digital advertising. Sponsorships are activated and fragmented across multiple media platforms, channels, and formats. AI is finally ready to automate the audit at scale. This is the turning point.
The problem
Billions spent.
Almost nothing measured.
The core problem is not the absence of data. The opposite is true. There is more data than ever across TV, digital, social, audio, and press. The real problem is that this data is fragmented, inconsistent, and non-actionable. Brands can't defend sponsorship budgets. Rights holders can't document the full value they deliver. Learning doesn't compound.
Brands don't need more logo counting. They need commercial evidence. Most reporting stops at looking for logo exposure. Foocus starts at looking for what drives value and ROI. This is not a tooling gap. It is an operating model gap.
Data capture & valuation
From metrics to meaning
using contextual AI
Foocus captures sponsorship presence and performance across channels and formats. It translates that presence into comparable, defensible metrics that marketing teams can trust. And it activates those insights through automated reporting, dashboards, and increasingly recommendations, contextual understanding, and predictive signals.
Our AI engine doesn't just spot logo exposure. It understands the environment, placement, and sentiment of the sponsorship activation, leading to better understanding of value creation. We've built proprietary models trained sport-by-sport, delivering the verified evidence required for high-stakes valuations and negotiations.
Data is collected and standardized via APIs from Meta, TikTok, X, Fathom, GA4, TicketCo, Meltwater and more. Audio monitoring is delivered through our partner Allears (Sweden).
TV & Streaming
Logo detection via computer vision across broadcasts and streaming platforms
Social media
APIs from Meta, TikTok, X, LinkedIn, YouTube. Posts, stories, reels
Press & Online
Meltwater integration for media monitoring, NLP for mention detection
Audio
Podcast, radio, and TikTok audio via Allears partnership
Measurement accuracy
Precision is the
currency of trust
When sponsorship valuations inform million-euro negotiations, the measurement engine has to be bulletproof. We've built AI models trained sport-by-sport, learning the unique patterns, camera angles, and broadcast formats of each discipline. This isn't generic logo detection — it's purpose-built for the complexity of live sports.
The result is a valuation methodology that holds up in boardrooms and contract renewals. Our models detect brand exposure across TV, streaming, social, press, and events — then translate every detection into a defensible commercial value using standardized media equivalency benchmarks.
Sport-specific detection
Each sport has unique visual patterns, camera angles, and broadcast formats. Our models are trained per discipline, delivering detection accuracy that generalised approaches can't achieve.
Defensible media value
Every detection is valued against comparable paid media rates — CPM-based, transparent, and auditable. A number that finance teams and boards understand immediately.
Contextual understanding
Beyond counting logos — our models understand context, sentiment, and visibility quality. A 2-second blur and a 10-second centre-screen placement are valued differently.
Cross-channel measurement
Unified measurement across TV, streaming, social media, online press, audio, and live events. One methodology, every channel, consistent and comparable.
Auditable methodology
Every valuation is traceable back to source material. Clients and their partners can verify any number — building the trust that drives contract renewals.
Market-calibrated rates
Standardized media equivalency benchmarks calibrated to real market rates. Valuations that align with how brands and agencies already think about media spend.
Scale-ready infrastructure
Built for scale,
velocity, and security
Foocus is a production-grade platform already handling enterprise workloads. Our architecture is designed for horizontal scaling — adding customers, channels, and markets without rearchitecting. A small, senior engineering team ships features weekly with high velocity, while enterprise-grade security and performance are built into every layer.
Sub-second analytics
Columnar analytics engine handles billions of data points with blazing-fast query times. Real-time dashboards, not batch reports.
Horizontal architecture
Pipeline orchestration and async processing built for multi-tenant scale. Adding customers and channels is configuration, not engineering.
Enterprise-grade auth
SSO, MFA, and role-based access control. Tenant isolation and data segregation built into the core architecture.
Efficient ML inference
Proprietary models on optimized infrastructure. Cost per detection is a fraction of cloud CV API pricing, enabling margin-positive scaling.
Global edge deployment
Modern frontend deployed on a global edge network. Fast, reliable, and responsive for users across markets.
Rapid iteration
TypeScript full-stack with CI/CD automation. Small, senior engineering team shipping features weekly with confidence.
Customers
Co-created with the market.
Trusted across segments.
Foocus wasn't built in isolation. Our dashboards, reports, and AI features have been co-developed in close collaboration with real users, from commercial directors at top-tier clubs to marketing managers at national brands. This approach has created a product that fits real workflows, not theoretical use cases.
The result: exceptional loyalty and retention. Our customers stay because the platform becomes integral to their commercial operations. We have paying clients across all four segments: brands, rights holders, agencies, and athletes, validating the breadth of our platform.
Brands
Teams
Associations & Federations
Agencies
Athletes
What our customers say
Words from those
who use it daily
"[Testimonial from Thomas Karlsen at Posten/Bring about how Foocus has changed their sponsorship measurement and reporting.]"
Posten/Bring
"[Testimonial from Pål Breen about how Norsk Toppfotball uses Foocus to help Norwegian football clubs prove sponsorship value.]"
Norsk Toppfotball
"[Testimonial from Erik Ramm Nørregaard about how the DØDS Federation uses Foocus for their sponsorship portfolio.]"
DØDS Federation
"[Testimonial from Espen Østerhaug about how Playbook uses Foocus to scale sponsorship intelligence across their athlete portfolio.]"
Playbook
Traction & growth
Foundation first.
Growth next.
Foocus has built €250K ARR with zero sales and marketing spend, and that's by design. When you're building a platform that values sponsorships worth millions, precision matters more than speed. We chose to spend our early years building the technology right — a valuation engine that is accurate, scalable, robust, and reliable — developed hand-in-hand with demanding enterprise customers like Telenor, Betsson, COOP, KPMG, Norsk Tipping, Eliteserien, and the Olympic Committee.
The historic revenue reflects a deliberate strategy: we have prioritized product depth over sales growth, funded primarily through customer revenue. The result is a production-grade platform already used in real commercial negotiations by athletes, brands, teams, and associations.
Over the past 6–8 months, we've shifted focus to outbound sales, and the response has been immediate. Pipeline is growing, inbound demand is increasing, and new European markets are opening up — without any dedicated marketing effort. The foundation is built. This funding round is about scaling what already works.
Monetization
High-margin model
with natural expansion
Annual subscriptions based on portfolio complexity. Customers expand spend as they add features, markets, sports, and assets. Historical data creates high switching costs over time.
Basic reporting features
+ TV monitoring
+ Logo detection
+ AI chat & recommendations
+ Podcasts & radio
+ Tailored reporting
+ Outbound API
Competitive landscape
From monopoly
to fragmentation
For decades, sponsorship measurement has been a near-monopoly dominated by Nielsen Sports. Their position was built on ownership of official TV ratings data in most markets — the only channel that mattered when sponsorship was primarily about logo exposure on broadcasts and in print.
Over the past 5–6 years, a wave of startups has emerged focusing on digital and social measurement. But we believe we are ahead of the curve — delivering real-time, cost-effective measurement across all channels (TV, social, press, streaming, audio, and events) at scale.
Our partnership with OLOQIKI gives us API-based TV statistics across all countries and channels, including streaming estimates that no other provider can deliver today.
| Company | Market focus | Core proposition | Position |
|---|---|---|---|
| Nielsen Sports | Global | TV & press exposure measurement, official ratings data ownership | Market leader |
| Shikenso Analytics | EU | AI-powered sponsorship analytics, logo detection on digital channels | Challenger |
| Blinkfire Analytics | EU / US | Social media valuation, brand exposure tracking | Challenger |
| Camaleonic Analytics | EU | Sports sponsorship measurement, TV & social analytics | Startup |
| Relo Metrics | US | Broadcast exposure measurement, computer vision | Challenger |
| Zoomph | US | Social & digital sponsorship analytics, audience insights | Challenger |
| SponsorPulse | US / CA | Sponsorship research & audience data platform | Startup |
| Trajektory | US | Data management for sponsorship and fan data | Startup |
| Foocus | Nordics → Global | Real-time, cross-channel AI measurement & valuation at low cost | Challenger |
Strategic partners
Partnerships that
extend our reach
We've built strategic partnerships that extend our data coverage and geographic reach, without the cost of building everything in-house. Each partner fills a critical capability gap and strengthens our cross-channel proposition.
OLOQIKI
TV statistics internationally. API-based access to broadcast data across all countries and channels, including streaming estimates.
Kantar
TV measurement in the Nordics. Official ratings data for Norway, Sweden, Denmark, and Finland.
Meltwater
Press and media monitoring. Global coverage of online, print, and broadcast news mentions.
Allears
Audio monitoring from Sweden. Podcast, radio, and TikTok audio analysis for mention and brand detection.
Investment round
€1–1.3M to build the leading
sponsorship intelligence platform
Foocus has market credibility, paying customers, and clear product direction. The constraint today is technical capacity, not demand. This capital round exists to remove that bottleneck and convert traction into repeatable growth.
Execution plan
From founder-led delivery
to product-led scale
Strengthen team with 2–3 tech + 1 sales & customer success. Self-service onboarding for Tier 2 customers. Reduce founder involvement in delivery by 50%.
Ship AI recommendation engine (beta). Automate logo training process. Improve AI-generated reporting.
UK and Spain market entry (3–5 anchor clients). Selected Western European paid pilots with Tier 1 brands. Partnership with 4–5 local agencies in key target markets.
Boost team to 5–6 engineers, 3 on sales, marketing & customer success. ARR target: 2–3× growth. NRR target: 110%.
Product vision
From measurement tool
to intelligence platform
Foocus is intentionally moving beyond reporting toward decision support. This round funds the transition from Phase 1 to Phase 2.
Meet the founders
Built by people who
understand the game
Foocus was founded by a team that combines deep domain expertise in sponsorship and media with strong technical capabilities in AI, machine learning, and product development. We've worked on both sides of the sponsorship table, as buyers, sellers, and advisors.
Glenn Myklebust
CEO & Co-founder
Former GroupM, Mindshare, and Implement Consulting. 15+ years in media strategy and commercial advisory. Built sponsorship practices for major Nordic agencies.
LinkedIn
Mark Poulsen
CTO & Co-founder
Former IndyRiot and Builton. ML engineering background with expertise in computer vision, data pipelines, and scalable AI systems. Built detection models from scratch.
LinkedIn
Kim André Rønning
CPO & Co-founder
Former Mindshare and Kristiania University College. Data analysis, effect measurement expertise combined with hands-on marketing and sponsorship industry experience.
LinkedIn
Lars Ole Høiby
CSO & Co-founder
Former Stratkom, Aabø PR, and SponsorService. Deep commercial network in Nordic and European sponsorship. 20+ years of industry relationships.
LinkedInBackers & advisors
Rita Anson
Angel investor / EBAN / Scaling
Michael Holland
Angel investor, ex-Microsoft
Gerhard Heiberg
Ex-IOC CEO
Per Ravn Omdal
Ex-UEFA
Andreas Ygre Wiig
Ex-pro athlete & snowboarder
The vision
Every sponsorship decision,
powered by intelligence
Foocus is not just measuring sponsorship value. It is building the system that defines what sponsorship value is and how it can be grown. After this round, Foocus should scale revenue without scaling headcount linearly. Core AI-driven insights should be embedded in the product.
Most importantly, Foocus should be perceived not as a reporting tool, but as infrastructure for understanding and growing sponsorship value.
Data Room
Key documents
Executive Summary
High-level overview of Foocus, the market, traction, and investment thesis.
Pitch Deck
Full investor presentation with market analysis, product, traction, and financials.
Financial Model
Projected revenue, costs, and key financial assumptions for 2026–2029.
Product Demo
Recorded product walkthrough showing the platform, AI features, and reporting.
Team & Advisors
Detailed bios, LinkedIn profiles, and advisory board.
Customer Case Studies
In-depth stories from key accounts demonstrating ROI and retention.
Interested in
a conversation?
We'd love to discuss how Foocus is building the intelligence layer for the global sponsorship industry.
Glenn Myklebust, Founder & CEO
+47 97 00 01 84 •
glenn@foocus.ai