A New Era for Sponsorship Effectiveness: 10 Ways to Maximise ROI

Sponsorship is evolving beyond brand awareness into a key driver of cultural relevance. As TV audiences decline, live sports remain a major draw, especially for younger fans. Athletes are now global influencers, and rightsholders act as entertainment platforms. But, brands face tighter budgets and higher ROI expectations, making media value alone outdated. Sid Lee London’s approach blends creativity, strategy, and execution to help brands maximise sponsorship impact in this changing landscape.