Beyond impressions: Measuring sponsorship ROI in real sales

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 sponsorship ROI. They tell us where the brand was seen, not whether it changed anything.