What do sponsors mean by ROI and how do they measure it in motorsports?

ROI (Return on Investment) in motorsports sponsorship is highly subjective - a dollar spent doesn't directly translate to a dollar in sales. Monster Energy's CFO explained they measure ROI through 'eyeballs' - how many people see their logo, especially in winner's circles and on podiums. The 'buzz' created when people talk about what they saw is valuable. Quality of social media posts matters more than quantity - a dedicated sponsor post with high engagement scores is worth more than being one of seven logos in a post. Brands also value content creation that drives consideration and purchase decisions, not just visibility. B2B relationships, hospitality opportunities, and trade show appearances also factor into ROI.