Synlig.ai has an unusual amount of sport in its DNA for a technology company. Our co-founder Viktor Granholm plays for Frisk Asker in Norway's top ice hockey league. Yann-Erik de Lanlay, with a long career at Viking FK and now at Sandnes Ulf, is part of the team. And we are a proud sponsor of Sola Håndball. This is not decoration for a pitch deck, these are partnerships that have shaped how we think about visibility.
Sport understands league tables
The first thing sport taught us is essentially our entire business idea: You cannot improve what you do not measure, and your position exists whether you follow it or not. A hockey player knows exactly where the team sits in the table and what it takes to climb. Most businesses have no idea where they sit in the table that matters more every month: Who AI recommends when customers ask. That table already exists. We built Synlig.ai to show it, with a visibility score and competitor ranking updated continuously.
Sponsorships meet a new question
Through our club partnerships we work on something few people talk about yet: What happens to sponsorship value when the audience moves to AI? Sponsorship has always been about visibility through association: The logo on the shirt, the name in the arena. But when someone asks an AI assistant for "good contractors in Rogaland" or "who supports local sport", it is no longer the shirt logo that decides. It is whether the sponsorship is documented online in a way the models can read and connect.
So we help the clubs' sponsors get mentioned and recommended in AI answers. In practice it comes down to things like sponsor coverage written with the full company name and a link, the partnership described on both parties' websites, and the local connection visible in the sources models use. It is local authority building, and it works. You can see what it looks like in practice in the story of our partnership with Sola Håndball, where the club is now number one in AI visibility within handball.
What other sponsors can take away
- Require digital documentation of the sponsorship. A logo on a wall cannot be read by a language model. A mention on the club's website with your name and a link can.
- Tell the story yourself. A page on your own site about why you support the club gives the models a source connecting you to the local community.
- Measure the effect. Ask the AI platforms for recommendations in your category and region, and see whether the sponsorships help put you in the answer. It is measurable, and we are happy to do it for you.
Sport gave us the values we run the company by: Team spirit, dedication and the willingness to be measured every single week. That also happens to be a good description of how you win AI visibility. If you want to know where your team sits in the table, book a demo and we will show you.