From Awareness to Action – Closing the Attribution Gap in Sponsorship

Relo Metrics’ 2024 U.S. Sports Scoreboard shows how brands are shifting from exposure-only strategies to full-funnel sponsorship models that deliver measurable outcomes.

Sponsorship is Evolving into Performance Marketing 

In 2024, brands redefined what successful sponsorship looks like. Impressions and exposure were no longer enough—marketers wanted to see results.

Modern frameworks now measure:

• Exposure volume
• Search lift
• Brand favorability
• Purchase intent and conversion

These new models provide a clear path from visibility to value, enabling more strategic decision-making.

Click here to unlock the full copy of the 2024 US Sports Scoreboard Insight Report

Top Brands are Translating Attention into Action: 

Leaders like Nike and Gatorade translated exposure into measurable lift in favorability and purchase intent. Chick-fil-A and Red Bull stood out for turning fan attention into real-world engagement and transactions.

Naming rights sponsors like AT&T Stadium delivered high SMV per exposure, proving that even less frequent placements can outperform with the right context and visibility.

 Top 5 Naming Rights Partnerships | By SMV Per Exposure 

The Power of AI in Sponsorship Measurement:

Technology is powering the shift. With real-time measurement, AI tools, and integrated marketing stacks, sponsorships are being optimized like digital ads.

Success now depends on:

• Channel strategy informed by live data
• Creative experimentation with measurable results
• Proving ROI across the funnel

Additional Insights:

• 73% of sponsor value now comes from categories like financial services, insurance, and apparel.
• SponsorPulse data showed aided awareness as high as 83% for top brands.
• Brands with naming rights (e.g., AT&T Stadium) earned high SMV per exposure, despite limited volume
  
  

Click here to download the 2024 US Sports Scoreboard Insight Report