When a sponsorship deal nears its end, sponsors should be anything but uncertain about their intentions to renew. Measurement should serve not only as a diagnostic tool to inform ongoing optimization, but also as a definitive assessment at a sponsorship’s conclusion of whether the partnership justified its investment—and why. To draw that conclusion with confidence, IEG employs its proprietary 3-2-1 approach: evaluating three forms of value delivery—(1) value for money, (2) value for brand, and (3) value for business—through two complementary methodologies: independent valuation and primary market research. This dual-lens evaluation produces one cohesive narrative of value that reveals both the return on investment and the underlying drivers of performance.

Value For Money:

At the highest level, sponsors must determine whether the investment was truly worth the money spent. Sponsorship budgets are finite resources and must be allocated where they can generate the greatest impact. If a property consistently delivers exposure below fair market value, sponsors should seriously consider the opportunity cost—and whether those dollars could be redirected for greater return elsewhere. It’s equally important to assess whether the assets included in the sponsorship were intentional and optimized to achieve specific brand and business objectives. Securing a favorable fee is only part of the equation; if the assets fail to deliver meaningful impact, the partnership may still fall short. Moreover, if a property is unwilling to adjust or evolve the asset mix to better meet your needs, that too may be a clear signal that it’s time to reconsider the relationship.

Value For Brand and Business:

While it’s essential to ensure a sponsor is receiving strong value for its investment, the most important measure of success is whether the sponsorship delivered on its intended objectives. Every sponsor operates within a unique set of marketing goals, business priorities, and competitive dynamics. Evaluating performance against these specific needs is critical to making informed, strategic renewal decisions. Primary market research enables sponsors to objectively assess impact across key dimensions—such as brand health, purchase funnel progression, and brand positioning—ensuring the partnership is delivering meaningful value and revealing opportunities for intentional optimization. Without this degree of evaluation, success if often based on assumptions and/or its cost savings.

Full Value Story Makes the Final Call Clear:

Understanding how a sponsorship performs across the three dimensions of value makes strategic decision-making far more straightforward. It provides clear answers to the key questions that inform confident renewal decisions:

Did the sponsorship fulfill its stated objectives?

Did it drive measurable improvements in brand health and purchase funnel metrics?

Did it enhance our competitive position among fans relative to key competitors?

Did it deliver impact equal to—or greater than—other marketing investments?

Did it generate exposure and recognition that align with the level of investment?

Is the property willing to collaborate to further optimize the value delivered?

When the answer to these questions is “yes,” the renewal decision becomes not only obvious, but also easy to justify across internal stakeholders—solidifying the business case with clarity and confidence.

Conclusion:

Sponsorship renewal decisions should never rely on instinct alone. With the right framework, sponsors can replace guesswork with clarity. IEG’s 3-2-1 approach offers a structured, evidence-based way to assess value being received for the sponsor’s money, brand, and business using both quantitative and qualitative insights. By measuring performance holistically, sponsors gain a clearer view of impact and a stronger foundation for action—whether that means renewing, evolving, or confidently walking away from the partnership.