To truly understand how your sponsorship works, you need a powerful tool to map the linkages and outcomes. Sponsorship’s positive impact is maximized when:

(a) The sponsorship achieves high recall;
(b) The target audience is highly involved with the property;
(c) There is a strong measure of gratitude or appreciation to the sponsors for the sponsorship of the property or experience;
(d) The property’s values can enhance the sponsor’s brand values.