Do sponsors actually calculate ROI on their sponsorships, and if so, how?

Most sponsors don't formally calculate ROI on sponsorships. According to panelists from Permatex, K&N Filters, E3 Spark Plugs, and Monster Energy, they try to track metrics like click-through rates, website traffic sources, promo code usage, and sales patterns, but true ROI is difficult to measure. Eric Sebold from Permatex noted that if a racer can show any sort of ROI estimate, even if imperfect, it's probably more than the marketing people have internally. The key insight is that sponsors look at what works and what doesn't through experience rather than precise calculations.