What is the difference between sponsors wanting visibility versus wanting to sell more product?

Twenty years ago, sponsorship was all about visibility and media impressions. Today, sponsors have moved away from just awareness metrics to focusing on consideration and actual purchasing behavior. As Tony from Stanley Black & Decker explained, 'Now it's more less about awareness. But hey, how do we consider these end users to consider buying our brand and how do we get them to purchase our brand?' The key question sponsors ask now is: 'How are we going to sell more product by partnering with you?' This shift means athletes need to demonstrate tangible business value, not just eyeballs.