The value of many major sponsorships is in question. Historically, many were initiated for reasons that were more connected with ego than revenue generation.

The ROI from sponsorships and marketing partnerships is notoriously difficult to measure. In recognition of this, Millward Brown Optimor's methodology combines measures of ROO (Return on Objectives), which are harder marketing ROI metrics.

Our sponsorship framework combines measurement of sponsorship's impact on brand with more traditional sales impact metrics. The thinking behind this was used to develop Millward Brown's new Demand and Activation (D&A™)model.