How do large companies like Monster Energy evaluate sponsorship ROI?

Large companies often cannot precisely measure ROI on sponsorship spending. Monster Energy's CFO Tom Kelly admitted they don't measure it directly in finance - they see results through increased sales but can't attribute specific returns to specific sponsorships. What they do track is presence: Is your chase truck wrapped? Is the logo placed correctly and clean? Does your race suit look professional? Is your helmet clean? Are you using provided materials like easy-ups properly at events? They evaluate whether athletes performed up to expectations at each race. For big companies, the 'you know it when you have it' approach often applies.