haku Launches Sponsor Connect to Turn Event Sponsorships Into Measurable ROI

January 29, 2026

Miami, FL (January 29, 2026) /ENDURANCE SPORTSWIRE/ — haku, the global leader in technology for endurance events, today announced the launch of Sponsor Connect, a new capability within its all-in-one platform designed to help event organizers deliver measurable, outcome-driven value to sponsors while unlocking new revenue opportunities.

As sponsorship expectations continue to evolve, brands are demanding more than logo placement and exposure. They want a clearer connection with audiences and results they can measure.

According to recent research by haku, sponsors are demanding better data and proof of both financial and brand impact. Sponsor Connect addresses this shift by enabling organizations to promote sponsor loyalty programs, partner offers, and memberships directly within event registration flows and participant accounts.

Participants voluntarily opt in to sponsor offerings, giving brands permission-based access to highly engaged, highly relevant audiences—without the need for additional campaigns, manual workflows, or added operational complexity.

“As event organizers realize that they can unlock more value by becoming year-round brands, the need to deliver clearer value to sponsors has grown,” said Jackie Levi, Chief Strategy Officer at haku. “Before Sponsor Connect, sponsors lacked a seamless way to activate at moments of peak intent, and performance was largely estimated. Now, they can engage audiences in real time with clear ROI and campaign data – unlocking a level of insight and value that’s unique to the platform.”

By organically inserting sponsor experiences at moments of peak participant intent, Sponsor Connect transforms sponsorships from static brand placements into performance-driven, behavior-shifting partnerships. Sponsors gain direct access to potential customers and clear visibility into outcomes such as lead acquisition and loyalty program enrollment, while organizers can design more lucrative sponsorship packages, introduce premium tiers, and increase long-term partner retention through mutual profit.

Sponsor Connect also supports targeted sponsor visibility by event category, fully branded sponsor experiences aligned with sponsor guidelines, and automated delivery of opted-in participant data via real-time webhooks or on-demand exports.

With Sponsor Connect, haku makes sponsorships easier to sell, easier to renew, and easier to grow, bringing measurable ROI to event sponsorships for the first time.

About haku
haku is the global leader in endurance management technology. Its all-in-one platform for endurance events goes far beyond registrations to manage every part of the event lifecycle, memberships, fundraising, e-commerce, marketing, and more. With haku event organizers, race directors, and their teams can cut out busy-work, deliver a better experience, and generate more profit. It brings everything together in one intuitive solution. With the industry’s only native CRM, innovative AI capabilities baked in, and a powerful suite of capabilities, haku unlocks the full potential of your data, driving revenue growth beyond registrations, increasing efficiency, and enabling smarter, data-driven decisions. Fully customizable, scalable and built for security, haku adapts to your workflow so you can focus on what matters most: running a successful event.