A well-founded Sponsorship forecast supports companies in securing the return on investment (ROI) of their sponsorship activities in a targeted manner. Particularly in an increasingly demanding market environment, it is crucial that resources for sponsorship measures are deployed in a targeted manner in order to achieve visible success and consolidate long-term partnerships.
Sponsorship forecast as a strategic basis for sustainable success
The basis of a successful Sponsorship forecast The first step is to carefully analyse the desired objectives and target groups. This means that it is already decided in the planning phase whether the activity will increase brand awareness, strengthen the corporate image or win new customers. For example, a manufacturer of sporting goods can use targeted sports sponsorship to place its products in front of the right target group and thus support sales.
In the cultural sector too, a well-planned partnership with international music festivals enables the brand to be reliably visible to an international audience. Banks also benefit from locally focussed sponsorship of regional sports clubs, as this strengthens ties with the community.
The added value of a comprehensive Sponsorship forecast lies in clearly clarifying success criteria and making them measurable. Without a clear approach, sponsorship budgets are often used inefficiently because neither impact nor benefits are determined.
Keeping an eye on the most important components of the sponsorship forecast
A precise forecast encompasses several dimensions:
- A comprehensive understanding of the sponsorship subject, i.e. which product, brand or company is the focus.
- Definition of the target groups including their interests, expectations and contact points.
- Definition of suitable sponsorship measures, from perimeter advertising to VIP events, which effectively reach the target group.
- Attention to timing and regional focus, as timing and location strongly influence efficiency.
These aspects work together and form the basis for creating a realistic forecast for the impact and ROI. For example, a car manufacturer can use a national motorsport event to convey the brand values in a particularly emotional way and create a lasting image transfer.
Practical tips for improving your company's sponsorship forecast
It is not uncommon for companies to turn to iROI coaching in order to optimise their process of Sponsorship forecast to optimise. Clients often report that they find it particularly difficult to make the actual added value of their activities transparent. Coaching therefore involves developing individualised recommendations for action that make the potential of sponsorship measurable and controllable.
Three practical approaches that are recommended time and again:
- Integration of quantitative and qualitative metrics, such as media impressions and perception values among the target groups.
- Set up control groups to compare the impact of sponsored events or activities with non-visitors.
- Regular evaluation throughout the course of the project in order to be able to make adjustments in good time.
This enables a regional telecommunications provider to better understand the effects of its sponsorship measures and to make more targeted adjustments. An online retailer also benefits from ongoing monitoring of sponsorship in the e-sports sector and can strengthen advertising effects in a targeted manner.
BEST PRACTICE with a customer (name hidden due to NDA contract): A major supplier in the outdoor clothing sector used the Sponsorship forecast, to digitise its engagement with a leading climbing festival. By analysing audience reactions and online engagement, the company was able to significantly increase ROI and improve its visibility among young adventurers.
How iROI-Coaching supports you with your sponsorship forecast
iROI coaching supports companies in strategically managing the complexity of sponsorship. It is less about supposed patent remedies and more about customised methods that accompany your projects and achieve measurable progress together with you.
Whether it is the selection of suitable events, the development of an integrated communication strategy or the establishment of continuous controlling - the support of experienced coaches helps to better master typical everyday challenges. The combination of strategic planning and operational management in particular brings lasting benefits.
Through the targeted use of coaching, a sporting goods manufacturer was able to align its local partnership with football clubs in such a way that awareness among its core target group increased measurably. A service company, on the other hand, optimised its cultural sponsorship thanks to professional support, thereby increasing its regional reach.
My analysis
A carefully thought-out Sponsorship forecast is essential in order to secure and sustainably expand the ROI of sponsorship activities. Companies should clearly define their strategies, evaluate them on an ongoing basis and seek professional support through iROI coaching if required. This allows budgets to be utilised efficiently and effectiveness to be measurably improved.
The diverse examples from sport, culture and other sectors show how differently sponsorship can be organised and how individually success is measured. Only those who know their impact precisely will gain satisfied partners and customers in the long term.
Further links from the text above:
Sponsoring - Definition | Gabler Wirtschaftslexikon
Sponsoring: definition, examples and practical guidelines
Success factors of sponsoring - Cuvillier Verlag
Sponsoring - Simply & clearly explained - With definition
Sponsoring: definition, example and more - Lexware
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