Performance measurement is often treated as an afterthought in the sponsorship process. That’s understandable—early focus tends to center on negotiating favorable terms, followed by the creative strategy and collaboration with the property to bring the vision to life. Once those elements are in place, it can feel like the job is done and the sponsorship can run on autopilot.

However, this “set it and forget it” mindset poses a significant risk. Sponsors must remain vigilant about whether their investments are delivering on their intended goals. Measurement isn’t just about proving ROI at the end of the term—it’s also critical for optimizing performance along the way to ensure that ROI story has a positive conclusion.

Here are key principles to keep in mind when monitoring sponsorship performance:

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1. Measure KPIs That Reflect Your Objectives

Clearly defined goals are essential for directing time, energy, and resources toward meaningful outcomes. But goals are only as powerful as the accountability systems behind them. Without measurement, there’s no way to know whether a sponsorship is truly working.

Each objective should be paired with meaningful, measurable KPIs to track performance in a consistent and representative way. This enables sponsors to diagnose what’s working, what’s not, and where adjustments are needed.

Below are common sponsorship goals and corresponding KPIs IEG frequently observes:

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2. Set Benchmarks to Grade Performance

Simply measuring KPIs isn’t enough. Sponsors must be able to interpret performance levels—good, bad, or expected—through comparative benchmarks or control measures. Two of the most effective approaches include:

• Pre/Post Measurement: Track KPIs before the sponsorship activates and again after exposure.
• Aware vs. Unaware Comparison: Compare KPIs between audiences who are aware of the sponsorship and those who are not.

These controls help isolate the impact of the sponsorship and provide a reliable lens through which to assess performance. From here, sponsors can begin to identify areas of strength, pinpoint weaknesses, and determine where optimization is needed.

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3. Review Diagnostics and Take Action

Once KPIs have been analyzed and control measures applied, the real value comes from acting on those insights. Sponsors should approach optimization with a top-down mindset:

1. Identify Underperforming Objectives: Use control measures to highlight goals falling short of expectations.
2. Diagnose Asset Effectiveness: Determine which sponsorship elements (media, signage, hospitality, etc.) are contributing to the performance gap.
3. Take Tactical Action: Consider working with the property to reallocate or exchange assets, investing in activation to shore up deficiencies, or revisiting creative execution to better communicate the brand’s value proposition.

IEG recommends conducting this type of performance audit at least once annually for long-term or high-value partnerships. Thanks to advances in technology, performance tracking can be conducted more frequently—but it’s important not to act on too narrow a data window. For most sponsors, evaluating performance one to three times per year provides a balanced, representative view.

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Conclusion

Measuring sponsorship performance isn’t just about accountability—it’s about opportunity. With the right goals, KPIs, benchmarks, and a commitment to refinement, brands can turn sponsorships into dynamic, evolving assets that grow in value over time. The key is to stay engaged, stay informed, and take action when the data points you in a new direction.