Traditional sponsorship scorecards have often focused on media impressions and marketing exposure. While these metrics remain relevant, they no longer capture the full value or business impact of modern sponsorships. Today, brands invest in sponsorships to drive enterprise-wide outcomes across marketing, business development, talent, and community engagement.

Innovative Partnerships Group’s Sponsorship Scorecard methodology helps brands measure, evaluate, and optimize sponsorship performance across the full spectrum of business objectives. Built into our Partnership Intelligence™ system, this customized valuation and measurement framework is designed specifically for the brand side.

Our sponsorship scorecards are fully customized to each brand’s business model, strategic priorities, and marketing objectives. We begin by identifying the key business drivers that matter most and mapping those drivers to sponsorable assets, programs, platforms, and intellectual property rights within a sponsorship agreement

This ensures that sponsorship performance is evaluated based on real business impact, rather than relying on standardized or surface-level metrics.

While media exposure remains an important aspect of sponsorship value, we take a deeper approach. Our sponsorship scorecards evaluate performance across multiple dimensions that are critical to brand success, such as:

This expanded measurement framework provides brands with a holistic view of how sponsorships align with and support their enterprise goals.

We apply a sophisticated weighting methodology that aligns sponsorship elements with a brand’s overall business and marketing strategy. This approach allows brands to understand which sponsorship components are delivering the most value and which may need recalibration.

By weighting assets, programs, and platforms according to their importance to the brand's objectives, we enable a clear view of sponsorship performance.

Our scorecards also assess the effectiveness of how brands are leveraging intellectual property rights, including naming rights, marks, designations, and category protections. We evaluate whether these rights are fully activated and aligned with evolving business priorities.

Sponsorship scorecards are living tools, not one-time reports. Brands use them annually to:

This annual review ensures that sponsorships continue to meet long-term strategic goals.

Through disciplined valuation, customized measurement, and strategic analysis, we help brands extract greater value from their sponsorship investments. Sponsorship scorecards provide clarity, accountability, and actionable insights, enabling brands to make informed decisions regarding renewals, reallocations, and long-term sponsorship strategy.