"76% of U.S. consumer marketers who invested in a sports sponsorship in 2024 struggle to calculate the return on that investment (ROI), according to Forrester."
"Sports sponsorships provide a "halo effect" for brand-building efforts, so techniques like brand-lift studies are common, while "hardcore ROI" measures are thinner."
"Mobil1, long-time sponsor in NASCAR, signed to become the presenting sponsor of NASCAR on Amazon Prime Video's "Victory Lane" post-race coverage."
"The Amazon partnership allowed Mobil1 to use shoppable ad formats, helping in tracking sales generated by its sponsorship."
Sports sponsorships are a critical tool for brands to engage with sports fans, yet many marketers find it challenging to gauge the return on investment. A Forrester report reveals that 76% of marketers face difficulties in assessing ROI. Despite these challenges, many brands are increasing their sponsorship spending, reflecting the importance of sports in a fragmented media landscape. The partnership between Mobil1 and NASCAR serves as an example, utilizing Amazon to enhance sales tracking through innovative ad formats.
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