Sports sponsorship is no longer just about putting a logo on a jersey or an LED board. In today’s hyper-connected digital world, brands expect measurable returns on sponsorship investments. But how exactly can we calculate sponsorship ROI? And what metrics really matter?
At Zenminds Media Solutions, we’ve helped brands across TNPL, MPL, and international properties evaluate sponsorship success using data-led frameworks. Here’s a breakdown of the key ROI metrics every brand should track.
1. Brand Visibility Metrics
- Media Value (AVE): Equivalent advertising value across TV, OTT, and digital platforms.
- Logo Exposure Analysis: How many seconds/minutes your brand appears on screen during live telecasts.
- Share of Voice: Comparing your visibility against competitors in the same tournament.
2. Audience Engagement
- Social Media Reach: Impressions, shares, likes, and engagement on posts related to your sponsorship.
- Hashtag Tracking: Measuring brand mentions during matches or campaigns.
- Influencer Impact: Athlete-led content (e.g., reels, shoutouts) driving organic engagement.
3. Sales & Business Impact
- Direct Attribution: Promo codes, referral links, QR scans during live matches.
- Retail Uplift: Change in sales in sponsorship-active regions.
- Brand Recall Studies: Post-event consumer surveys showing brand awareness.
4. Fan Experience & Sentiment
- Fan Surveys: Do fans associate your brand positively with the sport?
- Net Promoter Score (NPS): Measuring how likely fans are to recommend your brand.
- Emotional Connection: Does the brand feel like part of the game-day experience?
Case in Point: Campa Cola at TNPL
Campa Cola leveraged TNPL sponsorship to increase brand recall by 40% in Tamil Nadu. Through LED visibility, jersey placement, and digital activations, Campa established itself as a refreshing, youth-driven brand.
Final Word
Sponsorship ROI isn’t just about money spent vs visibility earned. It’s about brand alignment, emotional connection, and measurable growth. At Zenminds, we bring data, creativity, and execution together to ensure every sponsorship delivers long-term value.
📌 Looking to measure sponsorship ROI more effectively? Get a Quote with Zenminds today.