Sponsorship ROI and Brand Asset Valuation Project Readiness Kit (Publication Date: 2024/02)


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Discover Insights, Make Informed Decisions, and Stay Ahead of the Curve:

  • Will someone exposed to the sponsorship buy more of the product or service either sooner or later?
  • Key Features:

    • Comprehensive set of 1536 prioritized Sponsorship ROI requirements.
    • Extensive coverage of 120 Sponsorship ROI topic scopes.
    • In-depth analysis of 120 Sponsorship ROI step-by-step solutions, benefits, BHAGs.
    • Detailed examination of 120 Sponsorship ROI case studies and use cases.

    • Digital download upon purchase.
    • Enjoy lifetime document updates included with your purchase.
    • Benefit from a fully editable and customizable Excel format.
    • Trusted and utilized by over 10,000 organizations.

    • Covering: Brand Influence, Brand Funnel Analysis, Roadmap Development, International Expansion, Brand Value Drivers, Brand Roadmap Development, Target Audience, Brand Image, Multinational Valuation, Intangible Assets, Brand Activism, Memory Recall, Customer Lifetime Value Measurement, Cross Cultural Evaluation, Sentiment Analysis, Engagement Metrics, Cultural Dimension Of Branding, Relevance Assessment, Brand Name Recognition, Brand Portfolio Optimization, Brand Identity Audit, Sustainability Assessment, Brand Image Perception, Identity Guidelines, In Store Experience, Brand Perception Research, Digital Valuation, Consistency Evaluation, Naming Strategies, Color Psychology, Awareness Evaluation, Asset Valuation, Purchase Intention, Placement Effectiveness, Portfolio Optimization, Influence In Advertising, Lifetime Value, Packaging Design, Consumer Behavior, Long-Term Investing, Recognition Testing, Personality Evaluation, CSR Impact, Extension Evaluation, Positioning Analysis, Brand Communication Effectiveness, Equity Valuation, Brand Identity Guidelines, Event Marketing, Social Media Brand Equity, Brand Value, Trustworthiness Evaluation, Affinity Analysis, Market Segmentation, Customer Based Brand Equity, Visual Elements, Brand Valuation Methods, Content Analysis, Brand Reputation Management, Differentiation Strategies, Customer Equity, Global Brand Positioning, Brand Performance Indicators, Market Volatility, Financial Assessment, Experiential Marketing, In Store Brand Experience Evaluation, Loyalty Programs, Brand Recognition Strategies, Rebranding Success, Brand Loyalty, Visual Consistency, Emotional Branding, Value Drivers, Brand Asset Valuation, Online Reviews, Brand Valuation Techniques, Perception Research, Reputation Management, Association Mapping, Recall Testing, Architecture Design, Social Media Equity, Brand Valuation, Brand Valuation Models, Logo Redesign, Authenticity Evaluation, Licensing Valuation, Public Company Valuation, Brand Equity Measurement, Storytelling Effectiveness, Return On Assets, Globalization Strategy, Omni Channel Experience, Cultural Dimension, Brand Community, Revenue Forecasting, User Generated Content, Brand Loyalty Metrics, Private Label Valuation, Brand Sentiment Analysis, Mergers Acquisitions, Brand Risk, Performance Indicators, Advertising Effectiveness, Brand Building, Sponsorship ROI, Brand Engagement Metrics, Funnel Analysis, Brand Merger And Acquisition, Crisis Management, Brand Differentiation Strategies, Destination Evaluation, Name Recognition, Brand Valuation Factors, Brand Architecture Design, Preference Measurement, Communication Effectiveness, Co Branding Partnership, Asset Hierarchy

    Sponsorship ROI Assessment Project Readiness Kit – Utilization, Solutions, Advantages, BHAG (Big Hairy Audacious Goal):

    Sponsorship ROI

    Sponsorship ROI is a measure of how effective a sponsorship is in driving consumer purchases, either immediately or at a later time.

    1. Conducting pre-sponsorship research to understand target audience and determine potential impact.

    Benefits: Helps identify the right sponsorship opportunities and optimize marketing strategies for better ROI.

    2. Setting specific and measurable goals for the sponsorship.

    Benefits: Provides clear benchmarks for evaluating the success of the sponsorship and measuring its impact on consumer behavior.

    3. Using social media to increase brand exposure and engagement with the sponsorship.

    Benefits: Increases brand visibility and creates a direct connection with potential customers, leading to potential purchases.

    4. Implementing post-sponsorship measurement to track changes in brand awareness, perception, and purchase intent.

    Benefits: Allows for analysis of how the sponsorship has influenced consumer behavior and its overall impact on brand equity.

    5. Leveraging data analytics to measure the sponsorship′s reach and engagement with the target audience.

    Benefits: Helps track and evaluate the effectiveness of different platforms and channels used in the sponsorship.

    6. Utilizing unique activation strategies to create memorable experiences for consumers.

    Benefits: Enhances brand’s market position and allows for direct interaction with potential customers, leading to increased sales.

    7. Forming strategic partnerships with other complementary brands to amplify exposure and reach a wider audience.

    Benefits: Allows for cross-promotion and shared resources, ultimately increasing ROI for both brands involved.

    8. Measuring long-term benefits of the sponsorship rather than just short-term gains.

    Benefits: Provides a more comprehensive evaluation of the sponsorship’s impact on brand equity and overall ROI.

    CONTROL QUESTION: Will someone exposed to the sponsorship buy more of the product or service either sooner or later?

    Big Hairy Audacious Goal (BHAG) for 10 years from now:

    In 10 years, the big hairy audacious goal for Sponsorship ROI is to see a direct and measurable increase in sales and customer loyalty through sponsorships. This means that individuals who are exposed to our sponsorships will not only have increased brand awareness, but they will also be more likely to purchase our product or service either sooner or later.

    Our ultimate goal is to have a significant impact on consumer behavior as a result of our sponsorship efforts. This could include seeing a higher conversion rate from those who are exposed to our sponsorships compared to those who are not, as well as a longer lifetime value of these customers due to their heightened affinity for our brand.

    We aim to achieve this goal by strategically selecting sponsorships that align with our target audience and messaging, creating engaging and memorable activations, and continuously tracking and analyzing the impact of our sponsorships on consumer behavior.

    With this goal in mind, we envision our company becoming a top player in the sponsorship industry, known for our ability to deliver tangible results for both our partners and ourselves. We believe that through effective and innovative sponsorship strategies, we can make a lasting impression on consumers and drive long-term growth for our business.

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    Sponsorship ROI Case Study/Use Case example – How to use:


    Sponsorship is a marketing strategy that involves the support of an event, organization, or individual by a company. It is a powerful tool for companies to reach their target audience and enhance their brand image and credibility. However, one of the main challenges that companies face is measuring the return on investment (ROI) of their sponsorship efforts. This case study will focus on determining the impact of sponsorship on consumer behavior, specifically whether someone exposed to the sponsorship will buy more of the product or service either sooner or later.

    Client Situation:

    Company X, a leading global sports brand, recently sponsored the US Open Tennis Championship. The company invested a significant amount of resources in this sponsorship, including branding opportunities, advertising, and exclusive product launches. However, the company′s management team is unsure if this sponsorship has had a positive impact on consumer behavior and if it is worth the investment. They want to understand if people who are exposed to the sponsorship are more likely to purchase their products either immediately or in the future.

    Consulting Methodology:

    To determine the impact of sponsorship on consumer behavior, our consulting team utilized a combination of qualitative and quantitative research methodologies. The following are the key steps that were followed:

    1. Understanding the Brand and Sponsorship Objectives: The first step was to gain a thorough understanding of Company X′s brand image, values, and objectives behind sponsoring the US Open Tennis Championship. This helped in creating a clear understanding of what the company aimed to achieve through this sponsorship.

    2. Literature Review: We conducted an extensive literature review to understand the current trends and best practices in measuring sponsorship ROI. This helped us identify the key metrics that should be monitored to determine the impact of sponsorship on consumer behavior.

    3. Survey Design: A survey was designed to collect data from individuals who attended the US Open Tennis Championship and were exposed to the sponsorship. The survey focused on capturing information related to their awareness of the sponsorship, their intention to purchase Company X′s products, and their perceived value of the sponsorship.

    4. In-Depth Interviews: In addition to the survey, in-depth interviews were conducted with key stakeholders involved in the sponsorship, including the management team of Company X and the organizers of the US Open Tennis Championship. The interviews provided valuable insights into the company′s objectives and the effectiveness of the sponsorship in achieving those objectives.


    1. Comprehensive Report: A detailed report was prepared, providing an analysis of the data collected through the survey and interviews. The report focused on the impact of sponsorship on consumer behavior, including awareness, perception, and intention to purchase Company X′s products.

    2. ROI Calculation: Using the data collected from the survey and key performance indicators (KPIs) derived from the literature review, we calculated the ROI of the sponsorship for Company X. This helped in determining the financial impact of the sponsorship on the company′s bottom line.

    3. Recommendations: Based on our findings, we provided actionable recommendations to Company X on how they can improve their sponsorship strategy in the future to maximize the impact on consumer behavior and ROI.

    Implementation Challenges:

    During the consulting process, we faced several challenges, including limited access to data, difficulty in reaching out to attendees of the US Open Tennis Championship, and potential bias in survey responses. To overcome these challenges, we carefully selected participants for the survey and ensured that the sample was representative of the target audience. We also verified the data collected through various sources to ensure its accuracy and reliability.


    1. Brand Awareness: One of the key KPIs was to measure the increase in brand awareness among individuals who were exposed to the sponsorship.

    2. Perception of Sponsorship: We also measured the perceived value and impact of the sponsorship on the attendees′ perception of Company X′s brand.

    3. Intention to Purchase: Another important KPI was to determine if the sponsorship had a positive impact on the attendees′ intention to purchase Company X′s products.

    4. Financial ROI: The ultimate KPI was to measure the financial ROI of the sponsorship, taking into account the resources invested and the increase in sales.

    Other Management Considerations:

    Apart from the key deliverables and KPIs mentioned above, there are a few other management considerations that need to be taken into account while evaluating the impact of sponsorship on consumer behavior. These include potential market changes, competitor activities, and overall brand image and reputation.


    1. The effectiveness of sports sponsorship: A meta-analytic review (Cornwell et al., 2006).
    2. Measuring the effectiveness of sponsorships through consumer awareness, attitudes, and purchase intentions (Chang & Heo, 2009).
    3. Maximizing ROI: Best practices in sponsorship measurement and valuation (IEG, 2017).
    4. Sponsorship-linked marketing: An exploratory study of drivers and mediators (Chen et al., 2020).


    In conclusion, our consulting team determined that there is a significant impact of sponsorship on consumer behavior. The survey results showed a high level of awareness and perceived value of the sponsorship among the attendees of the US Open Tennis Championship. Additionally, there was a positive influence on their intention to purchase Company X′s products either immediately or in the future. Moreover, by calculating the financial ROI, we found that the sponsorship had a positive impact on the company′s bottom line. Based on our findings, we recommended that Company X continue to invest in strategic sponsorships to enhance their brand image and reach their target audience effectively.

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