Data truly transforms sponsorship into a powerful, measurable investment. Coming from a data analytics background, I believe that showcasing the ROI of sponsoring a major sporting event is all about using data and analytics to provide clear, compelling insights. By tracking key metrics like brand visibility, audience reach, engagement levels, and sentiment, we can quantify brand exposure and its direct impact on our objectives. Advanced analytics can help measure the increase in website traffic, social media engagement, and even sales during and after the event. Furthermore, sentiment analysis can reveal how people perceive our brand, while predictive modelling can estimate the future ROI.

During the Sports Event, track brand visibility through media exposure and Social Media impressions, focusing on metrics like reach, engagement, and sentiment. Measure lead generation and sales uplift by using tracking URLs or promo codes specific to the event.

Tracking ROI for a sports event sponsorship involves measuring audience reach (like attendance, TV ratings, social impressions) and engagement (likes, shares). Also, analyze website traffic, sales increases, and leads. Surveys on brand recall help show impact. Then, compare these metrics to sponsorship costs.

By using data analytics, you can take a closer look at how popular your brand is, how many people interact with it on social media, and how sales were impacted during the event timeframe. You can also use AI to gain insights on what people around the world/country think about your brand prior to the event, establishing benchmarks for comparison pre and post event. Establishing these benchmarks for each property/investment provides insight to the property but also as a comparative stat across your portfolio of sponsorship properties. In parallel, keep an eye on website traffic, how many things you sold, and how much it cost to get new customers during that time. This will give a good idea of how well the event went.