Sport & Entertainment Decision-Maker Moves Index
Based on 2,000+ senior appointments and thousands of analyst intelligence records, the Pearlfinders Decision-Maker Moves Index identifies where new sponsorship decision-makers are in post, which partnerships are nearing conclusion, and where the conversation about what comes next is most likely to happen.
Sport & Entertainment Edition
Decision-Maker Moves Index 2026
Decision-maker intel that accelerates growth — built for sport and entertainment rights holders and sponsorship agencies.
The sponsorship opportunity in numbers
Senior marketing moves tracked
2,041
Across every major sector
Companies with a partnership concluding + new DM
763
The most time-critical opportunity signal
Most active sport in DM intelligence
Football
52% of all sport-tagged DM records
In the 90-day review window right now
222
Decision-makers 60-90 days into their new role
The most valuable signal combination — new decision-maker + partnership concluding
When a senior marketing leader joins and an existing partnership is approaching its conclusion, the window for a new rights conversation is at its widest. 763 companies have both signals active right now.
Companies with both signals
763
New DM + partnership nearing conclusion
Also have a new corporate strategy
22.7%
Biggest strategic reset opportunity
Also growing strongly
42.5%
Budget headroom to invest in new partnerships
Sports most associated with these combined-signal companies:
What else is happening when a new decision-maker joins
Other significant business changes present at the same time — each one shaping the sponsorship conversation. Click any item for a pitch angle.
Most common business contexts
Sports most in play across all DM records
Where the sponsorship market is most active right now
Where marketing investment is moving — sector share of appointments
Each sector's share of senior appointments month by month. The sectors leading on hiring are the ones with the most active marketing budgets — and the most appetite for new partnerships.
Most consistently active sector
Finance
Steady 10-17% share every month
Biggest share gainer
Apparel
Surged to 18% share in May 2026
Most volatile
Auto
Ranges from 1.3% to 9% month to month
IT & Comms in June 2026
15%
Highest share month of the year
How open is each sector to outside candidates?
The more a sector hires externally, the more likely a new decision-maker is to arrive with a blank slate on partnerships — and the more receptive they are likely to be to approaches.
Overall external hire rate
58%
More than half arrive from outside
Most open to outside candidates
Finance
65% of hires went to an external candidate
Most likely to promote from within
Apparel
53% external — tends to develop own talent
External hire
Internal promotion
The partnership opportunity window — where the door is open right now
The most actionable signal combination: a new decision-maker in post, with an existing partnership approaching its conclusion. They have both the incentive and the authority to make a change. 763 companies have both signals active right now.
Approach now
763
Companies with a new senior marketing leader and a partnership nearing its conclusion.
Build the relationship
619
Companies with a new decision-maker in post in the last 6 months — their partnership strategy is still forming.
Longest horizon
186
New appointments in the last 30 days. Research now, approach in 3-6 months when their priorities are clearer.
Sectors with the most companies in the opportunity window right now
Ranked by number of companies with a new DM in post and a partnership nearing conclusion
A note on timing: Sponsorship decisions operate on long cycles. Partnership contracts typically run for 2-5 years, and renewal conversations begin 12-18 months before expiry. The opportunity here is not immediate, but the window is real: a new decision-maker who inherits a partnership nearing its end has both the authority and the incentive to reconsider. Get in front of them now, before the renewal conversation starts without you.
Find every company with both signals active — with decision-maker contact details
View Decision-Maker Moves on Pearlfinders
Monthly appointment volume — your forward pipeline
Each month's appointments become your partnership conversation window approximately 2-3 months later.
C-suite / MD
Director / Head of
Manager / Other
The sponsorship intelligence case: 763 companies right now have both a new senior marketing decision-maker and a partnership approaching its conclusion — the most valuable signal combination in the dataset. Of those, 42.5% are also growing strongly, meaning budget headroom exists alongside the motivation to act. Football features in 52% of all decision-maker intelligence records, with Motorsport (23%) and Rugby Union (14.5%) the next most prominent. Finance, Apparel and IT & Comms are the three most active hiring sectors — and between them account for the greatest concentration of decision-makers whose partnership strategies are still forming.