Sports sponsorship measurement

Sports Sponsorship Measurement Author’s Name Institutional Affiliation Course Code and Name Professor’s Name Date Sports Sponsorship Measurement The majority of sponsors engage partners who provide measurement metrics and tools to measure the effectiveness of their partnerships. For sure, there is no need to invest in a sponsorship if it is impossible to determine whether set goals and objectives were achieved. Many sponsors usually measure the effect of their partnerships by evaluating the output, including the Internet audience, logo visibility, website traffic, and media coverage among others. The paper focuses on how companies attempt to determine the return on investment (ROI) of a particular sponsorship. When it comes to determining a sponsorship ROI, various metrics can be used by organizations. Brand impressions can be used, which entail how a specific brand is mentioned across distinctive communication channels and media coverage, such as social media networks, television, and podcasts. Sponsors evaluate the effectiveness of sponsorship by ensuring that the set goals are met (Nickell & Johnston, 2020). For instance, if an event generates new leads that make numerous potential customers engaged with a product such that they end up buying such commodities, it can be said that the sponsorship is successful. Quality leads are those that increase sales of specific products associated with the sponsor. Other metrics that can be used to measure the ROI are onsite purchases, rates of opening emails, number of clicks, website traffic, and social media interactions. Before companies engage in a particular sponsorship, they must identify what they want from that partnership, which forms the basis of dete...