Author: Sean Connell

Sean Connell is the Editor of The Sponsor, a magazine dedicated to the business of sponsorship. With a background in brand and asset valuation at Brand Finance and experience advising both sponsors and rights holders, Sean brings industry-leading insight into what makes partnerships valuable, measurable, and impactful.

Beyond impressions: Measuring sponsorship ROI in real sales

Beyond impressions: Measuring sponsorship ROI in real sales

May 5, 2025 |

Sponsorship ROI. It’s the one thing that matters most to a CFO and the one thing the sponsorship industry has struggled to prove for decades. For decades, return on investment in sponsorship has been defined in terms of visibility. Logo impressions, media equivalency scores, brand recall. All are useful in their own right, but all are limited when used to prove...
Data driven sposnsorship