Alok Kejriwal A new report by Gain Theory offers brands a clear, actionable guide to measure sponsorship impact, as marketers struggle with tracking ROI despite increased spending.
Marketing consultancy Gain Theory has released a vital new report aimed at helping brands demonstrate the true value of their sponsorship investments. “Prove Your Sponsorship Value: A Measurement Guide for Marketers” provides a structured, six-step framework to ensure sponsors not only measure impact effectively but also optimise their investments.
With 85% of marketers set to sustain or increase their sponsorship budgets, according to WARC data, the need for clear measurement tools is more pressing than ever. Despite this financial commitment, brands continue to struggle with understanding the real commercial value their sponsorships deliver.
Sam Fellows, Managing Partner at Gain Theory, acknowledges the challenge: “Brands often lack the actionable insights needed to determine sponsorship ROI. Deciding what data to gather, which metrics to use, and comparing sponsorships to other marketing efforts remain key obstacles. This report provides a much-needed framework to overcome these issues.”
The report’s six-step guide focuses on defining objectives, auditing existing sponsorships, and implementing appropriate measurement techniques. Brands are encouraged to use geo-based analytics, econometric modelling, and other advanced methods to evaluate sponsorships accurately. Real-world case studies illustrate how these approaches have yielded actionable results: from measuring the impact of stadium signage for a North American retailer to validating sponsorship decisions for a European event sponsor.
The report concludes with essential actions for marketers: creating comprehensive measurement strategies, aligning objectives, pushing for innovative measurement practices, and regularly evolving these strategies to ensure sustained impact.
