In-Deal Best Practices to Maximize Impact

Once a sponsorship agreement is signed, certain benefits are locked in with limited creative flexibility (e.g. entitlements, signage, ad units, etc.). Their impact depends largely on the property’s performance and promotional efforts. However, sponsorship’s true value lies in its flexibility: sponsors can elevate their presence and deepen impact through activation efforts like IP usage, experiential marketing, community engagement, and content creation. It’s up to the sponsor to leverage these tools to maximize awareness and build authentic connections. Without activation, much of the sponsorship’s potential return is left untapped.

The next three episodes delve into how sponsors can effectively drive ROI once a partnership is underway.

Sponsors Must Embrace Their Responsibility for Driving Positive ROI

Virtually every credible sponsorship study confirms that when fans recognize a brand as a sponsor of a property they care about, it meaningfully boosts both brand sentiment and purchase consideration. Therefore, the core strategy is clear: drive maximum awareness of the sponsorship among fans. Of course, this is easier said than done amid sponsor clutter, fragmented audiences, and constrained budgets. Yet, most sponsors with access to marks, logos, and existing marketing channels can still effectively employ the following four tactics.

1. Use in Sponsorship Assets: Sponsorship assets often compete in cluttered environments, making it hard to stand out—especially for non-top-tier spenders. To boost visibility, sponsors should incorporate the property’s marks and logos into their creative. Fans are more likely to notice and engage with familiar IP they care about. Don’t assume audiences will make the connection—make it explicit through clear designations (e.g., “Official ABC Partner of XYZ”) or by using recognizable property imagery.
2. Include in Advertising Campaigns: Most brands already invest in advertising to build reach and frequency. Sponsors should leverage marks and logos to boost ad impact and extend sponsorship awareness.
3. Integrate at POS or in Merchandising: Retail sponsors should feature marks and logos on point-of-sale materials and packaging to boost favorability, stand out through association with the property, and drive sponsorship awareness. With broad distribution, this reach can surpass what the property alone provides.
4. Use Sponsors’ Own Channels: The most obvious, often overlooked tactic is using a brand’s own channels—social media, websites, emails, press releases—to promote the sponsorship. This builds awareness among key audiences and strengthens internal pride and morale.

Sponsorship only works if fans know a brand is a sponsor. Buying assets doesn’t guarantee awareness—it simply grants access to that potential. It’s up to sponsors to fully unlock it. While they can invest more to amplify impact, some of the most effective tactics are already in place. The key lies in aligning internal stakeholders around how sponsorship can advance their specific objectives—fostering buy-in and encouraging them to actively leverage the rights for the greater benefit of the organization.