• by Mark Bradley , Yesterday

For decades, sports sponsorship has been evaluated through a familiar lens: impressions, reach and logo visibility. Brands invest millions to place their logos inside stadiums and on broadcasts, believing that scale signals success.

But visibility does not equal influence. A logo may be seen by millions of fans, yet have little impact on how those fans feel or behave.

In an era of fragmented attention and growing consumer expectations, being noticed is no longer enough. The real challenge is creating a meaningful connection. According to Forrester research, 76% of U.S. marketers who invested in sports sponsorship in 2024 said they struggle to calculate ROI. While marketers can easily report how many people supposedly saw a sponsorship, they often can’t explain what that exposure actually accomplished.

The problem is that impression-based metrics were built for a different era of media. To understand whether a sponsorship is working, brands should focus on four dimensions that move beyond exposure and provide a clearer picture of impact.

Recognition. This answers a simple question: Do fans know your brand is associated with the property? This is the foundational layer of sponsorship effectiveness. If fans do not connect your brand to the team, league, event or athlete, there’s no opportunity to influence behavior. When recognition is low, brands should examine whether they are breaking through the clutter. Fan experiences, memorable activations and distinctive creative often generate stronger recall than logo placement.

Understanding. While recognition tells fans who you are, understanding tells them what you do and what you stand for. Strong sponsorship programs create a clear connection between the brand and the fan experience. They help audiences understand why the brand is involved, and how that involvement benefits the community. When understanding is weak, brands should focus on storytelling, purpose-driven initiatives and programs that demonstrate commitment beyond gameday.

Trust. Trust measures whether fans believe the brand is genuinely authentic and credible. This is often the difference between a sponsorship that feels transactional and one that feels meaningful. Fans are sensitive to brands that are simply buying attention. Trust is built over time through actions that align with the values of the fan base. When trust scores are low, brands should evaluate whether their sponsorship activities connect to fan culture or are merely occupying space.

Consideration. Ultimately, sponsorships should influence behavior. Consideration measures whether fans would actually choose the brand when making a purchase. Sponsorship may generate awareness and even positive sentiment, but if it does not increase the likelihood of selection, its business value remains limited. Exclusive offers, enhanced customer experiences, loyalty programs or practical benefits extending beyond the event can convert positive feelings into meaningful business outcomes.

A Better Way to Evaluate Sponsorships

The future of sponsorship measurement is not about counting impressions, but understanding how sponsorship changes perceptions and influences decisions. Recognition, understanding, trust and consideration provide a more complete framework for evaluating performance. Together, they reveal not only whether fans saw the sponsorship, but whether it mattered.