How long should a sponsorship commitment be to see real results?

According to Fifth Third Bank's David Morton, sponsorships should be viewed in three-year increments minimum. He emphasizes that any team claiming they can deliver ROI in one year is not being truthful, and any sponsor expecting returns in one year doesn't understand how sponsorships work. It takes time to build the relationships and formal co-partnerships needed to approach customers effectively. Fifth Third's NASCAR partnership is entering its 12th season because they continue to see returns, and they've even increased their investment over time.