Do sponsors actually calculate ROI on their sponsorships, and if so, how?
Answered in: 2022 Motorsports Sponsorship Summit part 1The Answer
Most sponsors don't formally calculate ROI on sponsorships. According to panelists from Permatex, K&N Filters, E3 Spark Plugs, and Monster Energy, they try to track metrics like click-through rates, website traffic sources, promo code usage, and sales patterns, but true ROI is difficult to measure. Eric Sebold from Permatex noted that if a racer can show any sort of ROI estimate, even if imperfect, it's probably more than the marketing people have internally. The key insight is that sponsors look at what works and what doesn't through experience rather than precise calculations.
Want the complete breakdown?
Get full access to 2022 Motorsports Sponsorship Summit part 1
2022 Motorsports Sponsorship Summit part 1
The first half of the 2022 Motorsports Sponsorship Summit (June 17, 2022) — five sessions: 1. ROI & Why Brands Sponsor — Alex Striler with Joe Parsons (Director of Special Marketing, Monster Energy), Eric Seibold (Innovations Manager, Permatex), Tony Yorkman, and Ritchie Lewis (Director of Motorsports, E3 Spark Plugs). 2. Decks & Proposals — Alex Striler and Megan Meyer on the difference between decks and proposals, and what goes into each. 3. Valuing Tangible & Intangible Assets — Alex Striler and Megan Meyer on pricing your program like a pro. 4. Valuing Social Media — with Rich Houseman of Hookit, on how their algorithm puts a dollar value on posts. 5. SIM Racing & Virtual Sponsorships — Jim Beaver (eNASCAR Coca-Cola iRacing Series franchise holder) and Joe Bricky (Marketing Director, Virtual Racing School).
Related Questions
Ready to master sponsorships?
Get instant access to 2022 Motorsports Sponsorship Summit part 1 and start implementing these strategies today.