Beyond the Logo: Modern Sports Marketing Measurement for Today's Brand Leaders

Today’s sports sponsorships are far from the original logo slap. Sponsorship is now a highly effective channel for growing brands through authentic consumer engagement and experiences. Simply put, sponsorship can hit consumers’ passion points unlike any other form of marketing and create new connection points for brands.

As the industry has moved to sophisticated models built around clear goals and objectives, sponsorship decision-making has drastically evolved. Measurement frameworks are among the most rapid advancements. Measurement has become more complex, with data models created to maximize the effectiveness of every sponsorship asset and benchmark against other marketing mix components.

Whether you’re a sponsorship novice or an industry veteran, we’re covering the full spectrum of how sponsorship works for brand marketers and how it's changing, including:

• How to determine if sponsorship is the right fit for your brand, and how to build the right model
• The crucial metrics to know if your sponsorship is delivering value
• How to compare sponsorship against other parts of the marketing mix
• How to use data to make sponsorship decisions
• How the industry is changing and what trends you need to be aware of