[Brasilia, July 23, 2026] – Sponsorium today announced that SECOM (Secretariat of Communication of the Presidency of the Republic of Brazil) has selected the company to support the implementation of a new analytical framework for evaluating institutional sponsorship investments under its federal sponsorship governance model, through the PerforMind platform.
SECOM is responsible for coordinating and providing strategic guidance for institutional sponsorship investments across ministries, state-owned enterprises and mixed-capital companies, ensuring that sponsorship investments are aligned with federal communication policies and broader public-interest objectives.
For many years, SECOM has maintained a structured governance process for reviewing and monitoring institutional sponsorship proposals.
The project was not designed to replace that governance model, but to strengthen it through a structured analytical methodology capable of translating strategic objectives into measurable evaluation criteria. This allows sponsorship proposals to be assessed through a more consistent, transparent and comparable analytical framework.
Rather than replacing existing governance, the new analytical framework enhances it by providing greater consistency, comparability and decision support.
“The transformation is not about creating more control. It is about creating more clarity. Projects are no longer assessed only by what they promise to deliver, but by how effectively they contribute to institutional objectives and public policy priorities.” said Renato Politi, Vice President of Business Development for Latin America at Sponsorium.
One of the most significant advances introduced by the project is the establishment of a common analytical framework for sponsorship evaluation.
Historically, sponsorship assessments often depended on different interpretations according to the evaluator, the sponsoring organization and the specific characteristics of each proposal.
The new methodology introduces structured criteria that improve analytical consistency while fully preserving the autonomy of each sponsoring organization.
Each entity continues to define its own sponsorship strategy, business priorities and investment objectives. The methodology simply provides a clearer framework through which SECOM can better understand how each proposal contributes both to federal communication objectives and to the legitimate business objectives of each sponsoring organization.
The result is a common analytical language that improves dialogue among stakeholders, strengthens justification of public investments and enables more consistent comparisons across projects, investment portfolios, territories and public policy priorities.
Beyond introducing a new analytical platform, the initiative also redesigns important elements of the sponsorship review process, simplifying workflows, reducing unnecessary complexity and strengthening governance while preserving the decision-making autonomy of participating organizations.
The result is a more structured environment for discussing, analyzing and justifying sponsorship investments based on documented criteria rather than isolated perceptions.
The project was awarded through a competitive public procurement process conducted under Brazilian public procurement legislation.
Following a comprehensive technical evaluation, a successful Proof of Concept and commercial assessment, Sponsorium was selected to support SECOM in implementing this new analytical framework.
The project officially entered its implementation phase in June 2026.
Although designed to address the specific needs of the Brazilian Federal Government, the initiative demonstrates how governments can strengthen sponsorship governance while preserving the independence and strategic autonomy of individual organizations.
By combining structured methodology, analytical consistency and technology, the project establishes an important reference for public institutions seeking greater transparency, comparability and quality in sponsorship evaluation and governance.
“Governments around the world are increasingly looking for better ways to demonstrate the value created through public investment. This project demonstrates how analytical methodologies and technology can work together to strengthen governance while preserving the independence of individual organizations.” said Paul Pednault, President & CEO of Sponsorium.
Sponsorium is a specialized provider of sponsorship management and evaluation software, supporting corporations, both public and private, with structured methodology, decision-support technology and governance frameworks for sponsorship, grants and community investment.
Through its PerforMind platform, Sponsorium helps corporations improve transparency, good governance, analytical consistency and strategic decision-making across their portfolios.
