Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Why it matters

Despite an estimated $65bn being spent on sponsorship globally each year, the measurement of this form of marketing has slipped behind that of other media channels. Brands must look beyond simple outputs such as media ROI, engagement and sponsorship awareness.


  • Many brands approach a sponsorship with unclear goals and suffer from “information overload” – for instance, having in excess of 20 KPIs, 10 of which are deemed “crucial”. Marketers should aim for “fewer, bigger, better” goals.
  • Rights holders and sponsors must actively communicate to achieve full data visibility. This will allow the brand to track ongoing sponsorship performance and analyse the data to effectively measure business value and achievement against its key objectives.
  • By integrating sponsorship measurement into existing measurement approaches and teams it can allow direct comparison to other marketing channels.

Executive summary