How do large companies like Monster Energy evaluate sponsorship ROI?
Answered in: 2023 Off Road Sponsorship Summit Fall 1The Answer
Large companies often cannot precisely measure ROI on sponsorship spending. Monster Energy's CFO Tom Kelly admitted they don't measure it directly in finance - they see results through increased sales but can't attribute specific returns to specific sponsorships. What they do track is presence: Is your chase truck wrapped? Is the logo placed correctly and clean? Does your race suit look professional? Is your helmet clean? Are you using provided materials like easy-ups properly at events? They evaluate whether athletes performed up to expectations at each race. For big companies, the 'you know it when you have it' approach often applies.
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2023 Off Road Sponsorship Summit Fall 1
Session 1 of the 2023 Off Road Sponsorship Summit, live from Slash X Ranch in Barstow during the California 300 (October 4, 2023), hosted by Alex Striler and Tiffany Stone: 1. How King of the Hammers Creates Value for Optima Batteries — Courtney Prost (Communications Manager, King of the Hammers) and Cam Douglass (Director of Marketing, Optima Batteries). 2. What is ROI? — Tom Kelly (CFO, Monster Energy). 3. Creating Value for Toyota — Andre' Jackson (Digital Marketing, Toyota) with champions Johnny Greaves and CJ Greaves (7x Pro 4 champion). 4. Creating Value for BFGoodrich — Nate Hunt (BFGoodrich Program Director, Jackson Motorsports) with Rob MacCachren and Cayden MacCachren (UTV champion and Factory Polaris driver).
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