You Need to Know How to Calculate ROI in Sports Sponsorships

November 4, 2024

In sports sponsorships, measuring ROI means determining their effectiveness and profitability.

Sports sponsorships serve as a strategic lever of significant impact to maximize corporate visibility and create an emotional bond with the audience.

To examine this crucial indicator, it is necessary to consider key metrics such as brand awareness, engagement, and sales.

Sports Sponsorships and Brand Awareness

Sports sponsorships are exceptionally useful for developing brand awareness indeed.

For example, the partnership between Adidas and FIFA has provided the German company with unprecedented visibility during the World Cup, as well as an expansion of international brand awareness.

To quantify the effects, it is essential to rely on tools capable of analyzing data from web pages and corporate social profiles.

The Engagement Barometer

Another fundamental parameter is engagement, which refers to user involvement with a brand.

Platforms like Instagram offer valuable insights into engagement, allowing companies to detect the emotional grip of their investment.

The collaboration between Michael Jordan and Nike has increased sales of the Air Jordan line as well as consumer engagement.

The Bottom Line

But beyond visibility and engagement, the real test for the ROI of a sports sponsorship is the impact on sales.

The analysis of incremental sales, those that can be directly attributed to the advertising investment, provides a clear indication of the operation’s effectiveness.

Once again, tools like Google Analytics play a pivotal role, being indispensable for tracking conversion paths and identifying sales progress.

Deciphering ROI in Sports Sponsorships

Evaluating ROI requires an approach that examines variables such as brand popularity, audience engagement, and incremental sales.

Thanks to the use of advanced analytical tools, companies can achieve a detailed understanding of the impact of sponsorships.

With consumer attention increasingly fragmented, sports sponsorships offer a unique opportunity to capture their imagination and build a lasting bond with the brand.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!