How do sponsors measure ROI and what return do they expect from sponsorship investments?

Stanley Black & Decker aims for a three-to-one return on sponsorship investments. They measure this through quarterly dashboards that track multiple metrics: exposure/impressions, social engagement, storytelling and content creation, B2B sales (like selling fasteners to automotive manufacturers), and direct product sales at events. The focus has shifted from pure awareness/visibility to tracking consideration and actual purchases. They track how customer sales change after attending sponsored events - for example, monitoring if a customer's purchases increase after being hosted at a race.