Traditional Media Valuation

For years, sports marketers relied on tools like TV ratings or brand recall surveys to gauge the impact of sponsorships. However, in today’s dynamic landscape, these methods only scratch the surface. As Marianne Brooks, VP of Partnerships for the Northern Super League, explains, “Whether quantitative or qualitative, traditional research only goes so far these days–especially in the context of women’s sports.” Now, brands are demanding more comprehensive metrics that go beyond top-of-funnel awareness to include deeper insights like brand lift, purchase consideration, and actual sales impact.

Complexities in Measuring ROI

Proving ROI in sports sponsorship is notoriously difficult, as there is rarely a direct line from exposure to measurable outcomes. Even though marketers have developed more advanced techniques, the data remains incomplete, leaving them to estimate the true business impact of a sponsorship. Without a clear attribution framework to connect sponsorship efforts with real-world results, proving value becomes more of an art than a science. “We talk about ROI and measuring impact as if this challenge is relatively new. Yet this has been THE question since the inception of sports sponsorship,” notes Ben Bianchi, Senior Director, Miami Hurricanes Global Partnerships. He adds, “However, we’re certainly closer—and more accurate—than ever before, thanks to deterministic results based on specific methods.” This shift Bianchi points out is a trend toward more accurate methods is helping marketers bridge the gap, but the complexity of proving sponsorship value remains a significant challenge in the sports industry.

The Cost of Precision: Balancing Granular Data with Resource Constraints

Brands increasingly want more granular data, such as insights into how specific audience segments respond to sponsorships. However, gathering this level of detail requires a significant investment in time and resources, creating a tension between the desire for precise insights and the constraints of limited budgets. Kathleen Murphy, founder of Murphy Media Partners and SIGHT Lines: The Business of Women’s Sports Series, acknowledges this tension, noting, “Measurement is everything, and it’s particularly critical at this time of growth in women’s sports. Limited resources must be deployed intelligently and efficiently to activate and grow invaluable fan bases.” As Murphy explains, the need for smarter measurement is especially vital in emerging markets like women’s sports, where resources must be used strategically to foster long-term growth.

Interpretation and Actionability

Even when brands collect data, making sense of it presents its own challenges. Marketers are often left sifting through complex data sets that don’t easily translate into actionable insights. Without clear direction, these metrics can become overwhelming rather than useful.

Privacy and Data Security

As more sophisticated tools like audience graphs and attribution models are used to measure sponsorship impact, concerns around privacy continue to rise. “A lot of measurement companies are very black box in how they approach things,” explains Mark Gilbert, Sports & Technology Consultant at First Team. This lack of transparency has led brands to demand clearer insights into how data is collected and used—not only to ensure accurate measurement but also to navigate privacy laws responsibly and maintain consumer trust.

The Rise of Performance Sports Marketing

As brands shift toward measurable outcomes, performance sports marketing—focused on driving quantifiable results like customer engagement and sales—is gaining momentum. Unlike traditional sponsorship strategies, which prioritize visibility and brand awareness, performance sports marketing is centered on data-driven outcomes that directly demonstrate return on investment (ROI).

The recent “Taylor Swift effect” on the NFL and the Kansas City Chiefs provides a perfect example. Swift’s attendance at Chiefs games caused a surge in viewership, particularly among her fanbase, the Swifties, boosting overall audience numbers and engagement. In the past, brands would have been thrilled by her presence, assuming it automatically increased brand awareness and fan engagement. However, today’s brands are no longer satisfied with just visibility—they demand clear evidence of impact.

For example, Fanatics reported a 400% increase in Travis Kelce merchandise sales after Swift’s appearance at his game, and the Chiefs and NFL gained over $331.5 million in brand value from Swift’s association alone. Now, instead of assuming that increased exposure equals success, brands are analyzing the numbers to determine if sponsoring a team like the Chiefs can drive measurable results in sales, fan interaction, and overall ROI.

This level of granularity is also shaping the types of sponsorships that may be most effective. With a clearer picture of the audience, brands can tailor their sponsorships more strategically, ensuring they are targeting the right demographics and maximizing impact through more personalized and relevant activations.

Technological Advances: Augmented Reality, Digital Branding, and Cloud Broadcasting

Technology is revolutionizing how brands engage with fans, with augmented reality (AR) and live cloud broadcasting leading the charge. What used to be a static logo on a wall is now an interactive, digital experience. “Using LED boarding and high-tech animation offers exciting possibilities. As technology provides countless opportunities, the ability to strategically apply it to meet your marketing goals has never been more critical.” explains Hans Erik Tuijt, CEO of Adrenali.ne and former Director of Global Sponsorships at Heineken.

Additionally, AR allows fans to interact with sponsorships in ways that deepen engagement and brand connection, like customizable fan experiences. Combined with live cloud broadcasting, brands can now take a programmatic approach to sponsorships within the game itself, creating dynamic, real-time opportunities for interaction that integrate seamlessly into the fan experience.

Social and Influencer Metrics

The rise of influencers, particularly athletes, is reshaping how brands connect with their audiences. This is especially true in women’s sports, where the social media reach of athletes plays a critical role in attracting sponsors. For example, the Women’s National Basketball Association’s New York Liberty partnered with brands like Hero and RMA of New York, leveraging the cultural relevance and online presence of their players. Yet, measuring the impact of these collaborations remains a challenge. “There’s still no consensus or overall best practice on how to gauge the influence of athletes or influencers in marketing,” explains Ginger Baker Rust, CEO at BAM Entertainment Group and former CMO for NASCAR driver Ryan Newman. As Rust points out, while tools like Nielsen’s QI score are still in use, brands are increasingly seeking more precise methods to quantify these partnerships. Metrics such as retail sales attribution and logo detection during broadcasts are becoming more prominent as companies look for ways to better measure the real value of influencer collaborations.

New Metrics for the Modern Era

As measurement evolves, brands are embracing more advanced metrics, moving beyond basic media valuation. Personalized engagement metrics and multi-touch attribution are key to tracking fan interactions across multiple touchpoints. These new tools give brands a clearer view of how their sponsorship efforts impact the full consumer journey, helping them optimize their strategies for measurable success.

Deterministic Data

The shift from probabilistic to deterministic data will provide brands with more accurate insights into how sponsorships impact their business performance.

First-Party Data

Brands will increasingly rely on first-party data to create more targeted campaigns and gain granular insights into fan behavior, improving measurement precision. Rights holders with a better understanding of how to acquire and leverage their first party data stand to foster stronger brand partnerships.

Closed-Loop Measurement:

Brands will adopt systems that allow them to track the entire fan journey, from engagement to sales conversion, offering a comprehensive understanding of ROI.