Armaan Ahluwalia: Steering Global Success with ROO
Heading into the ROI Forum, SponsorshipX asked Armaan Ahluwalia for his take on the topic. His answers are illuminating and may also stir some debate among event attendees.
Ahluwalia is the Head of Strategic Commercial Solutions, for the Alpine Formula One Team. In this role, he drives the development of innovative sponsorships and partnerships that elevate the team’s global presence. His role encompasses strategic planning, data-driven insights, and cultivating relationships with international brands that align with Alpine’s high-performance vision.
Before joining Alpine, Armaan held prominent positions at BSE Global, managing global partnerships for the Brooklyn Nets, New York Liberty, and Barclays Center and at the NFL’s Kansas City Chiefs. During his tenure with the Chiefs, he contributed to their historic victory at Super Bowl LIV, a highlight in his distinguished career.
A San Diego State University’s Sports MBA program graduate, Armaan is a sought-after mentor and thought leader in the sports industry. He is known for emphasizing relationship-building and delivering value. He frequently shares insights on strategic partnerships and career development through speaking engagements and industry podcasts.
What is your definition of ROI in sponsorship marketing?
While ROI is a common buzzword in our industry, I prefer using ROO—Return on Objective—when considering measurement. ROO provides a more focused lens on the desired outcomes of sponsorships. Sponsorship marketing is a powerful tool in a marketer’s arsenal and, when used effectively, can serve as a remarkable platform to achieve various objectives. Conversely, ROI is often tied too closely to media value, which can result in vanity metrics that overlook the core objectives driving the partnership. That said, I define ROI as a way to measure success: a tool to quantify whether goals have been met and to determine whether additional investment or adjustments in strategy are needed to achieve desired outcomes.
Can you share examples of excellent ROI measurements in the industry?
While no specific examples come to mind—mainly because they are not often made public—I believe effective measurement follows these key principles:
Goals/Objectives are clearly defined and planned.
The brand and the rights holder are aligned, with buy-in and commitment to measuring outcomes.
Tools and processes are implemented to track outcomes, and reporting is conducted on a regular, mutually agreed-upon schedule.
Consistent dialogue between partners can enhance the partnership's success when these principles are upheld. This allows for adjustments if outcomes start to deviate from expectations.
How do you approach valuation and evaluation in your work?
For me, everything begins with defining the goals and objectives. Correctly identifying these at the outset simplifies the valuation and measurement process. From there, we work with the brand, agency, and key stakeholders to create an actionable plan that holds both sides accountable. This plan ensures that the partnership’s success can be effectively measured and evaluated while highlighting areas for improvement.
Tell us your pet peeves about measurement in the sponsorship world.
Too often, large partnerships are formed without a clear plan or methodology for measuring success. I’ve encountered many partner managers and brands who struggle to answer basic questions about what success looks like or why specific actions were taken. A clear understanding of the brand’s objectives for a partnership can lead to extraordinary outcomes, but the lack of this understanding is a frequent and frustrating oversight in the industry.
Who or what should we watch for in sponsorship marketing 2025?
In 2025, I’ll keep an eye on upstart leagues reshaping sports, such as TGL, Unrivaled, the Grand Slam of Curling, and others. These leagues are looking to disrupt or redefine the sports they compete in, and it will be fascinating to see how they develop innovative revenue streams and create value for their stakeholders.